TY  - BOOK
AU  - Marshall, Greg W.
AU  - Mark W. Johnston
TI  - Marketing Management:
SN  - 978-0-07-128318-2
U1  - 658.8 23
PY  - 2010///
CY  - New York
PB  - McGraw Hill Irwin
N1  - 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
ER  -