Marketing Management:/ Greg W. Marshall & Mark W. Johnston

By:

Marshall, Greg W

Contributor(s):

Mark W. Johnston

Material type: Text

TextPublication details: New York: McGraw Hill Irwin, 2010.Description: xxvi, 566p. : ill. ; softbound 21*27 cmISBN:

978-0-07-128318-2

DDC classification:

23 658.8 MAR

Contents:

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

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Holdings
Item type	Current library	Collection	Call number	Status	Barcode
Books	Tetso College Library Reference	Non-fiction	658.8 MAR (Browse shelf(Opens below))	Not For Loan	15089

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

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