Loose-Leaf Essentials of Marketing Management

by Marshall, Greg; Johnston, Mark

• ISBN13: 9780077405403
• ISBN10: 0077405404
• Edition: 1st
• Format: Loose-leaf
• Copyright: 2010-05-26
• 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

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.