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Marshall, Greg W.

Marketing Management:/ Greg W. Marshall & Mark W. Johnston - New York: McGraw Hill Irwin, 2010. - xxvi, 566p. : ill. ; softbound 21*27 cm.

Part One: Discover Marketing Management
1. Marketing in Today’s Business Milieu
2. Marketing Foundations: Global, Ethical, Sustainable
3. Elements of Marketing Strategy, Planning, and Competition

Part Two: Use Information to Drive Marketing Decisions
4. Market Research Essentials
5. Marketing's Analytical Side
6. Understand Consumer and Business Markets
7. Segmentation, Target Marketing, and Positioning

Part Three: Develop the Value Offering —The Product Experience
8. Product Strategy and New Product Development
9. Build the Brand
10. Service as the Core Offering

Part Four: Price and Deliver the Value Offering
11. Manage Pricing Decisions
12. Manage Marketing Channels, Logistics, and Supply Chain
Part Five: Communicate the Value Offering
13. Promotion Essentials: Digital and Social Media Marketing
14. Promotion Essentials: Legacy Approaches and Personal Selling

ISBN: 978-0-07-128318-2

Dewey Class. No.: 658.8 / MAR