Marketing management / Greg W. Marshall, Mark W. Johnston.

By: Contributor(s): Material type: TextTextLanguage: English Publication details: New York, NY : McGraw-Hill Education, c2015Edition: Second editionDescription: xxvi, 504 pages : color illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781259094979 (paperback)
  • 1259094979 (paperback)
Subject(s): LOC classification:
  • HF5415.13 M35 2015
Contents:
PART ONE: Discover Marketing Management -- Marketing in Today's Business Milieu -- Elements of Marketing Strategy, Planning, and Competition -- PART TWO: Use Information to Drive Marketing Decisions -- Managing Marketing Information -- Understand Customers: Business-to-Consumer Markets -- Understand Business-to-Business Markets -- Segmentation, Target Marketing, Positioning, and CRM -- PART THREE: Develop the Value Offering - The Product Experience -- Product Strategy and New Product Development -- Build the Brand -- Service as the Core Offering -- PART FOUR: Price and Deliver the Value Offering -- Manage Pricing Decisions -- Manage Marketing Channels and Points of Customer Interface -- PART FIVE: Communicate the Value Offering to Customers -- Promotion Strategy and New Media -- Advertising, Sales Promotion, and Public Relations -- Personal Selling and Direct Marketing -- PART SIX: Bring It All Together - Global and Performance Dimensions -- Understand the Global Marketplace: Marketing Without Borders -- The Marketing Dashboard: Metrics for Measuring Marketing Performance.
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Holdings
Item type Current library Collection Call number Materials specified Status Notes Date due Barcode
Books Books Ladislao N. Diwa Memorial Library Reserve Section Non-fiction RUS HF5415.13 M35 2015 (Browse shelf(Opens below)) Room use only 76394 00077968

Includes index.

PART ONE: Discover Marketing Management -- Marketing in Today's Business Milieu -- Elements of Marketing Strategy, Planning, and Competition -- PART TWO: Use Information to Drive Marketing Decisions -- Managing Marketing Information -- Understand Customers: Business-to-Consumer Markets -- Understand Business-to-Business Markets -- Segmentation, Target Marketing, Positioning, and CRM -- PART THREE: Develop the Value Offering - The Product Experience -- Product Strategy and New Product Development -- Build the Brand -- Service as the Core Offering -- PART FOUR: Price and Deliver the Value Offering -- Manage Pricing Decisions -- Manage Marketing Channels and Points of Customer Interface -- PART FIVE: Communicate the Value Offering to Customers -- Promotion Strategy and New Media -- Advertising, Sales Promotion, and Public Relations -- Personal Selling and Direct Marketing -- PART SIX: Bring It All Together - Global and Performance Dimensions -- Understand the Global Marketplace: Marketing Without Borders -- The Marketing Dashboard: Metrics for Measuring Marketing Performance.

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