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This is a textbook that instructors can connect with and students can learn from, in that it pulls them into the world of marketing through real-world applications. This textbook stays current by covering the hottest topics in this course area, such as Customer Relationship Management and Metrics, in a user-friendly, non-encyclopedic format.
Marshall/Johnstonís Essentials of Marketing Management has taken great effort to represent marketing management the way it is actually practiced in successful organizations today. In our view, leading and managing the aspects of marketing to improve individual, unit, and organizational performanceó marketing managementó is a core business activity. Its relevance is not limited to just marketing departments or marketing majors.
And business students of all backgrounds should appreciate the impact of effective marketing management on their own professional careers as well on as the overall success of their organizations. Bottom line, the ability to do great marketing management is relevant to everyone in a firm.
Table of Contents
|Introduction to Marketing Management|
|Marketing in Today's Global Business Milieu|
|Elements of Marketing Strategy and Planning|
|Information Drives Marketing Decision Making|
|Perspectives on CRM and Marketing Metrics|
|Managing Marketing Information|
|Understanding Customers: Business-to-Consumer Markets|
|Understanding Customers: Business-to-Business Markets|
|Developing the Value Offering|
|Segmentation, Target Marketing, Positioning|
|The Product Experience: Product Strategy and Building the Brand|
|The Product Experience: New-Product Development and Service|
|Managing Pricing Decisions|
|Communicating and Delivering the Value Offering|
|Managing Marketing Channels and the Supply Chain|
|Points of Customer Interface: Bricks and Clicks|
|Integrated Marketing Communications: Promotional Strategy, Advertising, Sales Promotion, and Public Relations|
|Integrated Marketing Communications: Personal Selling, Direct Marketing, and Interactive Marketing|
|Table of Contents provided by Publisher. All Rights Reserved.|