Marketing management /
Marshall, Greg W.,
Marketing management / Greg W. Marshall, Rollins College, Mark W. Johnston, Rollins College. - Second edition. - 1 volume : illustrations ; 28 cm
Includes bibliographical references and index.
Part 1. Discover marketing management -- Part 2. Use information to drive marketing -- Part 3. Develop the value offering - the product experience -- Part 4. Price and deliver the value offering -- Part 5. Communicate the value offering through the elements of integrated marketing communications -- Part 6. Bring it all together - global and performance dimensions -- -- Discover marketing management -- Marketingn in today's business milieu -- Elements of marketing strategy, planning and competition -- -- Use information to drive marketing -- Manage marketing information -- Understand business-to-consumer markets -- Understand business-to-business markets -- Segmentation, target marketing, positioning and CRM -- -- Develop the value offering - the product experience -- Product strategy and new product development -- Build the brand -- Service a sthe core offering -- -- Price and deliver the value offering -- Manage the pricing decisions -- Manage marketing channels and points of customer interface -- -- Communicate the value offering through the elements of integrated marketing communications -- Promotional strategy and new media -- Advertising, sales promotion and public relations -- Persoanl selling and direct marketing -- -- Bring it all together - global and performance dimensions -- Understand the global marketplace: marketing without borders -- The marketing dashboard: metrics for measuring marketing performance. Part 1. 1. 2. Part 2. 3. 4. 5. 6. Part 3. 7. 8. 9. Part 4. 10. 11. Part 5. 12. 13. 14. Part 6. 15. 16.
Marshall/Johnston's Marketing Management, 2e has taken great effort to represent marketing management the way it is actually practiced in successful organisations today. Given the dramatic changes in the field of marketing, it is a sure bet that the job of leading marketing manager's contributions to the organisation and its customers, clients, and partners has changed at the same level. Yet, no marketing management book on the market today fully and effectively captures and communicates to students how marketing management is really practiced in the 21st century business world. Clearly, it is time for an updated approach to teaching and learning within the field. Marketing Management 2e is designed to fulfill this need.
0078028868 9780078028861 1259094979 9781259094972
2013049003
Marketing--Management
HF5415.13 / .M3699 2015
658.8
Marketing management / Greg W. Marshall, Rollins College, Mark W. Johnston, Rollins College. - Second edition. - 1 volume : illustrations ; 28 cm
Includes bibliographical references and index.
Part 1. Discover marketing management -- Part 2. Use information to drive marketing -- Part 3. Develop the value offering - the product experience -- Part 4. Price and deliver the value offering -- Part 5. Communicate the value offering through the elements of integrated marketing communications -- Part 6. Bring it all together - global and performance dimensions -- -- Discover marketing management -- Marketingn in today's business milieu -- Elements of marketing strategy, planning and competition -- -- Use information to drive marketing -- Manage marketing information -- Understand business-to-consumer markets -- Understand business-to-business markets -- Segmentation, target marketing, positioning and CRM -- -- Develop the value offering - the product experience -- Product strategy and new product development -- Build the brand -- Service a sthe core offering -- -- Price and deliver the value offering -- Manage the pricing decisions -- Manage marketing channels and points of customer interface -- -- Communicate the value offering through the elements of integrated marketing communications -- Promotional strategy and new media -- Advertising, sales promotion and public relations -- Persoanl selling and direct marketing -- -- Bring it all together - global and performance dimensions -- Understand the global marketplace: marketing without borders -- The marketing dashboard: metrics for measuring marketing performance. Part 1. 1. 2. Part 2. 3. 4. 5. 6. Part 3. 7. 8. 9. Part 4. 10. 11. Part 5. 12. 13. 14. Part 6. 15. 16.
Marshall/Johnston's Marketing Management, 2e has taken great effort to represent marketing management the way it is actually practiced in successful organisations today. Given the dramatic changes in the field of marketing, it is a sure bet that the job of leading marketing manager's contributions to the organisation and its customers, clients, and partners has changed at the same level. Yet, no marketing management book on the market today fully and effectively captures and communicates to students how marketing management is really practiced in the 21st century business world. Clearly, it is time for an updated approach to teaching and learning within the field. Marketing Management 2e is designed to fulfill this need.
0078028868 9780078028861 1259094979 9781259094972
2013049003
Marketing--Management
HF5415.13 / .M3699 2015
658.8