Edited by Yishak Amdeselassie
ACKNOWLEDGEMENTS
“Words cannot express my deepest thanks to my God whose blessings are invested
on every page. Special thanks goes to my wife and my family whose patience was
supportive, encouraging and helpful throughout the project, which has made this
work possible and meaningful.
Grateful acknowledgement is made for Kassegn Damtew and Habtie Zeleke lectures
at Wollo University (College of Business and Economics) for their assistance on the
controlling section.“
– From Amdeselassie Fenta
15/04/1963 – 02/03/2014 G.C
From His family.
“We would like to express our heartfelt gratitude to everyone who has contributed to
the process of publishing this book. Your support, encouragement, and assistance
have been invaluable. Your expertise has enriched the content of this book. We
would also like to acknowledge the author Mr Amdeselassie Fenta, who unfortunately
passed away before the publishing of this book. His vision and dedication have made
this book possible. May he rest in peace.“
This book is crafted to provide foundational knowledge in marketing management for undergraduate and graduate students. It also serves as a practical guide for newly appointed managers and experienced practitioners, aiming to simplify and address the complexities, volatility, and unpredictability in the modern marketing environment of global trade.
Key Objectives
- Educational Framework: Establishes a logical framework to help students and managers understand the realities of markets and manage the complex nature of global markets.
- Practical Application: Focuses on applying theoretical concepts to real-world scenarios, enhancing practical skills for managing global market complexities.
- Case Studies and Questions: Features relevant case studies and thought-provoking questions designed to stimulate analysis and critical thinking among students and managers.
Main Topics Covered
- Introduction to Marketing Management
- Overview of marketing management principles.
- The significance of marketing in the global trade environment.
- Understanding Markets
- Analysis of market structures and consumer behavior.
- Identifying market needs and demands across various cultural and economic contexts.
- Strategic Planning in Marketing
- Developing marketing strategies aligned with company goals.
- Conducting SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to guide strategic decisions.
- Market Research and Analysis
- Techniques for gathering and analyzing market data.
- Utilizing research to make informed marketing decisions.
- Product Development and Management
- Processes for developing new products and managing product life cycles.
- Strategies for product positioning and differentiation.
- Pricing Strategies
- Understanding pricing mechanisms and strategies.
- Factors influencing pricing decisions in different markets.
- Distribution Channels
- Exploring various distribution channels and logistics.
- Managing supply chains to ensure efficient product delivery.
- Promotion and Communication
- Designing effective marketing communication strategies.
- Utilizing digital and traditional media for promotion.
- Global Marketing
- Challenges and opportunities in international marketing.
- Adapting marketing strategies for diverse global markets.
- Ethics and Social Responsibility
- Ethical considerations in marketing practices.
- Corporate social responsibility and its impact on marketing.
- Case Studies and Practical Applications
- Real-world case studies illustrating key concepts.
- Questions and exercises designed to provoke critical thinking and practical analysis.
Teaching Approach
The book adopts a practical approach to learning, integrating course concepts with case studies in each chapter. This method aims to bridge the gap between theory and practice, enabling students and managers to effectively apply their knowledge to real-world scenarios.
“Fundamentals of Management” by Amdeselassie Fenta, edited by Yishak Amdeselassie, is an essential resource for anyone involved in marketing management. It provides a clear and concise framework for understanding and navigating the complexities of global markets, making it an invaluable tool for both students and professionals seeking competitive success in the field.
Here’s the link to the book “Fundamentals of Management” by Amdeselassie Fenta on Amazon:
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