000			01409nam a22001697a 4500
005			20250621095010.0
008			250621b |||||||| |||| 00| 0 eng d
020			_a978-0-07-128318-2
082			_223 _a658.8 _bMAR
100			_aMarshall, Greg W.
245			_aMarketing Management:/ _cGreg W. Marshall & Mark W. Johnston
260			_aNew York: _bMcGraw Hill Irwin, _c2010.
300			_axxvi, 566p. : ill. ; _bsoftbound _c21*27 cm.
505			_aPart 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
700			_aMark W. Johnston
942			_2ddc _cBK
999			_c10028 _d10028