Basics Marketing 03: Marketing Management provides a battery of invaluable business skills, ideas and tools to help students of marketing take their first steps to a stellar career. Understanding how to create marketing programs is one thing. Understanding how to take leadership in all of the business areas related to marketing (such as economics, finance, personnel management and long-term brand strategy) is quite another. This book helps bridge that divide to help students master the business of marketing. It places theories in a real-world context via case studies, discussion questions and student exercises. Chapters include: competitive business strategy; brand identity; measurement and financial basics; legal and ethical considerations.