[Revised 4th Edition] Globis MBA Marketing

◆◇◆◇◆GLOBIS MBA Series, Total Sales of 1.5 Million Copies◆◇◆◇◆ The popular title "MBA Marketing," with 39 printings and 220,000 readers, has been revised!

Positioning, communication strategy, brand strategy, marketing research... Learn marketing theory from the basics to applications in one book!

●Changes from the 3rd Edition - All CASE sections at the beginning of each chapter have been revised, and the company examples in the main text have also been updated. - Chapter 11, "Customer Experience Value and the Customer Journey," has been newly added. - Chapter 8, "Communication Strategy," and other sections have been significantly revised to reflect technological advances.

===From the Preface (Excerpt)==== Part 1, "The Basics," reviews the significance and role of marketing and explains the typical marketing process, following the order of "Discovering Market Opportunities and Identifying Marketing Challenges," "Segmentation and Targeting," "Positioning," and "The Marketing Mix (4Ps)." These themes form an unchanging foundation for understanding marketing strategy, and have been revised to provide essential knowledge in light of today's new examples.

The biggest change from the third edition in Part 1 is Chapter 8, "Communication Strategy." This was made possible because we determined that the evolution of digital media, particularly communication media, has significantly changed the way companies communicate with consumers, making this an area that requires renewed study. Media evolves rapidly, and perhaps because their positions are intricately intertwined, few books systematically summarize them. This book is intended to help readers gain a systematic understanding of new communication strategies.

Part 2, "Applied," has undergone a major overhaul. Four themes were selected based on the perspectives of "essential to discussing modern marketing strategies" and "for readers involved in B2B business." A new addition this time is Chapter 11, "Customer Experience Value and the Customer Journey." Due to changes in the environment, these concepts have become extremely important in current marketing practice. Customer behavior is changing dramatically, and rather than trying to control customers from a company's perspective, what is needed is a customer-centric approach, taking into account all points of contact between the customer and the company, in order to build the optimal brand experience for the customer. Furthermore, in Chapter 9, "Brand Strategy," which is closely related to Chapter 11, the concepts have been reorganized, and Chapter 10, "Marketing Research," has been structured to make it clearer how to use different research methods.

Throughout Parts 1 and 2, outdated case studies introduced in the previous edition have been replaced with new ones. In particular, all of the "CASE" sections at the beginning of each chapter have been newly written. We hope that as many business people as possible will read this book and find it useful in their work.