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Marketing Management with Update

by: Marshall, Greg; Johnston, Mark

Marketing Management with Update

by: Marshall, Greg; Johnston, Mark

ISBN 13:
9780077563585
ISBN 10:
0077563581
Edition: 1st
Format: Hardcover
Copyright: 07/29/2011
Publisher: McGraw-Hill/Irwin
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Summary

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. .

Amazon no longer offers textbook rentals. We do!

Marketing Management with Update

Marketing Management with Update

9780077563585

0077563581

Summary

Table of Contents

Chapter 1 Marketing in Today’s Business Milieu

Chapter 2 Elements of Marketing Strategy and Planning

Chapter 3 Understanding the Global Marketplace: Marketing Without Borders

Part 2: Information Drives Marketing Decision Making

Chapter 4 Perspectives on Customer Relationship Management

Chapter 5 Managing Marketing Information

Chapter 6 Understanding Competitors: Analysis to Action

Chapter 7 Understanding Customers—Business-to-Consumer Markets

Chapter 8 Understanding Customers—Business-to-Business Markets

Part 3: TBD

Chapter 9 Segmentation, Target Marketing, Positioning

Chapter 10 The Product Experience—Product Strategy

Chapter 11 The Product Experience—Building the Brand

Chapter 12 The Product Experience—New-Product Development

Chapter 13 Service as the Core Offering

Chapter 14 Managing Pricing Decisions

Part 4: TBD

Chapter 15 Managing Marketing Channels and the Supply Chain

Chapter 16 Points of Customer Interface—Bricks and Clicks

Chapter 17 Integrated Marketing Communications: Promotional Strategy, Advertising, Sales Promotion, and Public Relations

Chapter 18 Integrated Marketing Communications—Personal Selling, Direct Marketing, and Interactive Marketing

Chapter 19 The Marketing Dashboard: Metrics for Measuring Marketing Performance

Glossary

Endnotes

Index

Supplemental Materials