9780078028786

Essentials of Marketing Management

by ;
  • ISBN13:

    9780078028786

  • ISBN10:

    0078028787

  • Edition: 1st
  • Format: Paperback
  • Copyright: 1/16/2010
  • Publisher: McGraw-Hill/Irwin
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List Price: $218.35

Summary

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
Glossary
Endnotes
Credits
Index
Table of Contents provided by Publisher. All Rights Reserved.

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Customer Reviews

Recommended! July 23, 2011
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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. It gives you updated examples and is easy to read. Great textbook, I ordered it from ecampus and I'm glad to receive it in time. Recommended!
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Essentials of Marketing Management: 5 out of 5 stars based on 1 user reviews.

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