This is the 1st edition with a publication date of 7/29/2011.
What is included with this book?
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.
Connect Marketing Plus Access Card for Essentials of Marketing Management
Essentials of Marketing Management with 2011 Update + Connect Plus
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/Johnston's 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 performance marketing management 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
Part One Introduction to Marketing Management
Chapter 01 Marketing in Today's Global Business Milieu
Chapter 02 Elements of Marketing Strategy and Planning
Part Two Information Drives Marketing Decision Making
Chapter 03 Perspectives on CRM and Marketing Metrics