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9781264155385

Loose-Leaf for Marketing Management

by
  • ISBN13:

    9781264155385

  • ISBN10:

    1264155387

  • Edition: 4th
  • Format: Loose-leaf
  • Copyright: 2022-01-27
  • Publisher: MCGRAW

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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 


Supplemental Materials

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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 access cards, study guides, lab manuals, CDs, etc.

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