文档介绍：Chapter 2 Understanding marketing management
Understanding marketing management
Chapter 2
Chapter questions
What is management?
What is marketing management?
How do we manage within a global environment? What is the role of a global marketing manager?
How do we manage within developing markets?
Core features of management
Planning
Organising
Leading
Controlling
Gary Hamel on
changes in management
.youtube3>/watch?v=TVX8XhiR1UY&feature=PlayList&p=8816B2818F81FB91&playnext=1&playnext_from=PL&index=12
This video is titled ‘Management Must Be Reinvented’ and is a critic of current management practices and suggestions for changes.
Preparing to capitalise on opportunities
Assess marketing manager’s skill set
Build new marketing skills
Manage both day-to-day (tactical) and strategic issues
Control and measure es or returns
Figure Forces shaping marketing’s role
Source: W. Frederick, A. Malter and S. Ganesan (2005) The decline and dispersion of the petence, MIT Sloan Management Review, 46(4), 35–43. Copyright ? 2005 Massachusetts Institute of Technology. All rights reserved. Reproduced with permission
Figure Improving marketing directors’ ess
Source: From G. McGovern and J. A. Quelch (2004) The fall and rise of the CMO, Strategy+Business, 37, 3–8. Reproduced with permission
Figure Improving marketing directors’ ess (continued