Essentials of Marketing Management w/ 2011 Update
ISBN: 9780077558598 | 0077558596
Edition: 1stFormat: Package
Publisher: McGraw-Hill/Irwin
Pub. Date: 7/29/2011
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This is a textbook that instructors can connect with and students can learn from, in that it pulls them into the world of marketing through real-world applications. This textbook stays current by covering the hottest topics in this course area, such as Customer Relationship Management and Metrics, in a user-friendly, non-encyclopedic format. Marshall/Johnston’s Essentials of Marketing Management has taken great effort to represent marketing management the way it is actually practiced in successful organizations today. In our view, leading and... MORE
Part One Introduction to Marketing Management Chapter 01 Marketing in Today's Global Business Milieu Chapter 02 Elements of Marketing Strategy and Planning Part Two Information Drives Marketing Decision Making Chapter 03 Perspectives on CRM and Marketing Metrics Chapter 04 Managing Marketing Information Chapter 05 Understanding Customers: Business-to-Consumer Markets Chapter 06 Understanding Customers: Business-to-Business Markets Part Three Developing the Value Offering Chapter 07 Segmentation, Target M... MORE
Chapter 02 Elements of Marketing Strategy and Planning Part Two Information Drives Marketing Decision Making Chapter 03 Perspectives on CRM and Marketing Metrics Chapter 04 Managing Marketing Information Chapter 05 Understanding Customers: Business-to-Consumer Markets Chapter 06 Understanding Customers: Business-to-Business Markets Part Three Developing the Value Offering Chapter 07 Segmentation, Target M... MORE
Chapter 03 Perspectives on CRM and Marketing Metrics Chapter 04 Managing Marketing Information Chapter 05 Understanding Customers: Business-to-Consumer Markets Chapter 06 Understanding Customers: Business-to-Business Markets Part Three Developing the Value Offering Chapter 07 Segmentation, Target M... MORE
Chapter 05 Understanding Customers: Business-to-Consumer Markets Chapter 06 Understanding Customers: Business-to-Business Markets Part Three Developing the Value Offering Chapter 07 Segmentation, Target M... MORE
Part Three Developing the Value Offering Chapter 07 Segmentation, Target M... MORE
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