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Autor: Greg W. Marshall
ISBN-13: 9781259094972
Einband: Taschenbuch
Seiten: 576
Gewicht: 1306 g
Format: 282x222x25 mm
Sprache: Englisch

Marketing Management

77,54 €*

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


Markshall/Johnston's Marketing Management, 2e has taken great effort to represent marketing management the way it is actually practiced in successful organizations today. Giving the dramatic changes in the field of marketing, it is a sure bet that the job of leading marketing manager's contributions to the organization 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.
Autor: Greg W. Marshall, Mark W Johnston
Mark W. Johnston is the Alan and Sandra Gerry Professor of Marketing and Ethics in the Roy E. Crummer Graduate School of Business at Rollins College in Winter Park, Florida. He earned his Ph.D. in Marketing in 1986 from Texas A&M University. Prior to receiving his doctorate, he worked in industry as a sales representative for a leading distributor of photographic equipment. His research has been published in a number of professional journals including Journal of Marketing Research, Journal of Applied Psychology, Journal of Business Ethics, Journal of Marketing Education, Journal of Personal Selling & Sales Management and many others. Mark is also an active member in the American Marketing Association and Academy of Marketing Science. Mark has been retained as a consultant for firms in a number of industries including personal health care, chemical, transportation, hospitality, and telecommunications. He has consulted on a wide range of issues involving strategic business development, sales force structure and performance, international market opportunities, and ethical decision-making. Mark also works with MBA students on consulting projects around the world for companies such as Tupperware, Disney, and Johnson & Johnson. He has conducted seminars globally on a range of topics including the strategic role of selling in the organization, developing an ethical framework for decision-making, improving business unit performance, and structuring an effective international marketing department. Mark continues to provide specialized seminars to top managers on strategic marketing issues. For more than two decades Mark has taught Marketing Management working with thousands of students. His hands-on, real world approach to marketing management has earned him a number of teaching awards.

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Autor: Greg W. Marshall
ISBN-13:: 9781259094972
ISBN: 1259094979
Erscheinungsjahr: 01.04.2014
Verlag: McGraw-Hill Education Ltd
Gewicht: 1306g
Seiten: 576
Sprache: Englisch
Auflage 15002, 2. Auflage
Sonstiges: Taschenbuch, 282x222x25 mm