Marketing Management Courseware | Digital Textbook and Resources : Stukent

Organized from the lens of two different perspectives: Customers and Companies.

Chapter 1: Introduction

Module 1: Brand

Chapter 2: Branding from the Customer Perspective
Chapter 3: Branding from the Company Perspective

Module 2: Customers

Chapter 4: Customers from the Customer Perspective
Chapter 5: Customers from the Company Perspective

Module 3: Products

Chapter 6: Products from the Customer Perspective
Chapter 7: Products from the Company Perspective

Module 4: Communications

Chapter 8: Communications from the Customer Perspective
Chapter 9: Communications from the Company Perspective

Module 5: Technology

Chapter 10: Technology from the Customer Perspective
Chapter 11: Technology from the Company Perspective

Why are the table of contents set up this way?

Key Learning Objectives

Describe the multiple facets of marketing that impact each area of business
Explain the importance of the customer perspective and the company perspective
Enhance knowledge around the reciprocal relationship of strategy and execution
Describe how brands create value for both customers and companies
Discern the difference between customer types and their importance to the organization
Distinguish between product marketing, product management, and product development
Build knowledge about integrated marketing communications and knowing your audience
Determine the effect technology has on virtually every aspect of marketing

80+ Educator Resources:

11 Assignments (Student and Instructor versions)
4 Projects (Student and Instructor versions)
11 Lecture Slides (Student and Instructor versions)
11 Quizzes
11 Quiz Review Slides
11 Lesson Plans
11 Expert Sessions
6 Chapter Introduction Videos
5 Company Spotlight Videos
1 Sample Syllabus
1 Course Schedule

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About the Author

Terry Sullivan

Terry Sullivan has more than 30 years of experience as a corporate executive, entrepreneur, consultant, and professor. In addition to several start-ups including a successful exit of his first company, Terry has worked for a variety of small and large companies and is the Founder and President of Strategic Glue, a marketing consultancy in St. Louis, Missouri. As an Assistant Professor and Adjunct Professor in the School of Communications and the School of Business at Webster University (also in St. Louis, Missouri), Terry has 14 years of higher education experience and is the author of two Stukent courseware titles, Marketing Management Today and Brand Management & Strategy: Building & Sustaining a Valuable Brand. Terry studied English and management as an undergrad and has a master’s degree in International Business from Saint Louis University. Terry is married with two sons and enjoys songwriting, guitar playing, movies, reading, exercising, and occasional skateboarding.