Loose-Leaf for Marketing Management

by Marshall, Greg , Johnston, Mark

• ISBN13: 9781264155385
• ISBN10: 1264155387
• eBook ISBN(s): 9781264155415
• Edition: 4th
• Format: Loose-leaf
• Copyright: 2022-01-27
• Publisher: MCGRAW
• More Book Details

Table of Contents

Part One: Discover Marketing Management 
CHAPTER 1: Marketing in Today’s Business Milieu 
CHAPTER 2: Marketing Foundations: Global, Ethical, Sustainable 
CHAPTER 3: Elements of Marketing Strategy, Planning, and Competition 

Part Two: Use Information to Drive Marketing Decisions 
CHAPTER 4: Market Research Essentials 
CHAPTER 5: CRM, Big Data, and Marketing Analytics 
CHAPTER 6: Understand Consumer and Business Markets 
CHAPTER 7: Segmentation, Target Marketing, and Positioning 

Part Three: Develop the Value Offering—The Product Experience 
CHAPTER 8: Product Strategy and New Product Development 
CHAPTER 9: Build the Brand 
CHAPTER 10: Service as the Core Offering 

Part Four: Price and Deliver the Value Offering 
CHAPTER 11: Manage Pricing Decisions 
CHAPTER 12: Manage Marketing Channels, Logistics, and Supply Chain 

Part Five: Communicate the Value Offering 
CHAPTER 13: Promotion Essentials: Digital and Social Media Marketing 
CHAPTER 14: Promotion Essentials: Legacy Approaches and Personal Selling