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Marketing Management 2nd Edition by Greg W. Marshall (2014, Hardcover) - Picture 1 of 1

Marketing Management by Mark W. Johnston and Greg W. Marshall (2014, Hardcover)

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About this product

Product Information

Marshall/Johnston's Marketing Management, 2e has taken great effort to represent marketing management the way it is actually practiced in successful organisations today. Given the dramatic changes in the field of marketing, it is a sure bet that the job of leading marketing manager's contributions to the organisation and its customers, clients, and partners has changed at the same level. Yet, no marketing management book on the market today fully and effectively captures and communicates to students how marketing management is really practiced in the 21st century business world. Clearly, it is time for an updated approach to teaching and learning within the field. Marketing Management 2e is designed to fulfill this need.

Product Identifiers

Publisher
Mcgraw-Hill Education
ISBN-10
0078028868
ISBN-13
9780078028861
eBay Product ID (ePID)
177913215

Product Key Features

Author
Greg W. Marshall, Mark W. Johnston
Publication Name
Marketing Management
Format
Hardcover
Language
English
Publication Year
2014
Type
Textbook
Number of Pages
576 Pages

Dimensions

Item Length
11.1in
Item Height
1.1in
Item Width
8.6in
Item Weight
46.3 Oz

Additional Product Features

Lc Classification Number
Hf5415.13.M3699 2015
Grade from
College Freshman
Grade to
College Freshman
Edition Number
2
Table of Content
PART ONE: Discover Marketing Management Chapter 1: Marketing in Today's Business Milieu Chapter 2: Elements of Marketing Strategy, Planning, and Competition PART TWO: Use Information to Drive Marketing Decisions Chapter 3: Managing Marketing Information Chapter 4: Understand Customers: Business-to-Consumer Markets Chapter 5: Understand Business-to-Business Markets Chapter 6: Segmentation, Target Marketing, Positioning, and CRM PART THREE: Develop the Value Offering - The Product Experience Chapter 7: Product Strategy and New Product Development Chapter 8: Build the Brand Chapter 9: Service as the Core Offering PART FOUR: Price and Deliver the Value Offering Chapter 10: Manage Pricing Decisions Chapter 11: Manage Marketing Channels and Points of Customer Interface PART FIVE: Communicate the Value Offering to Customers Chapter 12: Promotion Strategy and New Media Chapter 13: Advertising, Sales Promotion, and Public Relations Chapter 14: Personal Selling and Direct Marketing PART SIX: Bring It All Together - Global and Performance Dimensions Chapter 15: Understand the Global Marketplace: Marketing Without Borders Chapter 16: The Marketing Dashboard: Metrics for Measuring Marketing Performance
Copyright Date
2015
Topic
Marketing / General
Lccn
2013-049003
Dewey Decimal
658.8
Intended Audience
College Audience
Dewey Edition
23
Illustrated
Yes
Genre
Business & Economics

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item 1 Marketing Management (Irwin Marketing) - Hardcover By Marshall, Greg - GOOD
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item 2 Marketing Management, Johnston, Mark W,Marshall, Greg W., 9780078028861
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item 3 Marketing Management, Johnston, Mark W,Marshall, Greg W., 9780078028861
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item 4 Marketing Management Hardcover Greg W., Johnston, Mark W. Marshal
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item 5 Marketing Management Hardcover Greg W., Johnston, Mark W. Marshal
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item 6 Marketing Management - Hardcover, by Marshall Greg W.; Johnston - Acceptable j
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