Essentials of Marketing Management w/ 2011 Update

by Marshall, Greg; Johnston, Mark

• ISBN13: 9780077558598
• ISBN10: 0077558596
• Edition: 1st
• Format: Package
• Copyright: 2011-07-29
• Publisher: McGraw-Hill Education

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/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

Chapter 04 Managing Marketing Information

Chapter 05 Understanding Customers: Business-to-Consumer Markets

Chapter 06 Understanding Customers: Business-to-Business Markets

Part Three Developing the Value Offering

Chapter 07 Segmentation, Target Marketing, Positioning

Chapter 08 The Product Experience: Product Strategy and Building the Brand

Chapter 09 The Product Experience: New-Product Development and Service

Chapter 10 Managing Pricing Decisions

Part Four Communicating and Delivering the Value Offering

Chapter 11 Managing Marketing Channels and the Supply Chain

Chapter 12 Points of Customer Interface: Bricks and Clicks

Chapter 13 Integrated Marketing Communications: Promotional Strategy, Advertising, Sales Promotion, and Public Relations

Chapter 14 Integrated Marketing Communications: Personal Selling, Direct Marketing, and Interactive Marketing

Glossary

Endnotes

Credits

Index