000			03801cam a2200433 i 4500
005			20221102163027.0
008			140106s2015 nyua b 001 0 eng d
010			_a 2013049003
011			_aBIB MATCHES WORLDCAT
020			_a0078028868 _qalk. paper
020			_a9780078028861 _qalk. paper
020			_a1259094979 _qIE _qpbk.
020			_a9781259094972 _qIE _qpbk.
035			_a(ATU)b13849797
035			_a(OCoLC)867715972
040			_aDLC _beng _erda _cDLC _dYDX _dYDXCP _dDEBBG _dUKMGB _dSITPL _dOCLCF _dATU
042			_apcc
050	0	0	_aHF5415.13 _b.M3699 2015
082	0	0	_a658.8 _223
100	1		_aMarshall, Greg W., _eauthor. _91070689
245	1	0	_aMarketing management / _cGreg W. Marshall, Rollins College, Mark W. Johnston, Rollins College.
250			_aSecond edition.
264		1	_aNew York, NY : _bMcGraw-Hill Education, _c[2015]
264		4	_c©2015
300			_a1 volume : _billustrations ; _c28 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
505	0		_aPart 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 -- --
505	0	0	_gPart 1. _tDiscover marketing management -- _g1. _tMarketingn in today's business milieu -- _g2. _tElements of marketing strategy, planning and competition -- -- _gPart 2. _tUse information to drive marketing -- _g3. _tManage marketing information -- _g4. _tUnderstand business-to-consumer markets -- _g5. _tUnderstand business-to-business markets -- _g6. _tSegmentation, target marketing, positioning and CRM -- -- _gPart 3. _tDevelop the value offering - the product experience -- _g7. _tProduct strategy and new product development -- _g8. _tBuild the brand -- _g9. _tService a sthe core offering -- -- _gPart 4. _tPrice and deliver the value offering -- _g10. _tManage the pricing decisions -- _g11. _tManage marketing channels and points of customer interface -- -- _gPart 5. _tCommunicate the value offering through the elements of integrated marketing communications -- _g12. _tPromotional strategy and new media -- _g13. _tAdvertising, sales promotion and public relations -- _g14. _tPersoanl selling and direct marketing -- -- _gPart 6. _tBring it all together - global and performance dimensions -- _g15. _tUnderstand the global marketplace: marketing without borders -- _g16. _tThe marketing dashboard: metrics for measuring marketing performance.
520			_aMarshall/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.
650		0	_aMarketing _xManagement _9320442
700	1		_aJohnston, Mark W., _eauthor. _91072929
907			_a.b13849797 _b03-07-20 _c28-10-15
942			_cB
945			_a658.8 MAR _g1 _iA526537B _j0 _lcmain _o- _p$296.00 _q- _r- _s- _t0 _u7 _v7 _w1 _x5 _y.i13428998 _z29-10-15
998			_ab _ac _b06-04-16 _cm _da _feng _gnyu _h0
999			_c1280278 _d1280278