Marketing Management, 2nd Edition

Book Description

Markshall/Johnston's Marketing Management, 2e has taken great effort to represent marketing management the way it is actually practiced in successful organizations today. Giving the dramatic changes in the field of marketing, it is a sure bet that the job of leading marketing 's contributions to the and its customers, clients, and partners has changed at the same level. Yet, no marketing management book on the market today fully and effectively captures and communicates to students how marketing management is really practiced in the 21st century business world. Clearly, it is time for an updated approach to teaching and learning within the field. Marketing Management 2e is designed to fulfill this need.

Table of Contents

PART ONE: Discover Marketing Management
CHAPTER 01 Marketing in Today's Business Milieu
CHAPTER 02 Elements of Marketing Strategy, Planning, and Competition

PART TWO: Use Information to Drive Marketing Decisions
CHAPTER 03 Manage Marketing Information
CHAPTER 04 Understand Business-to-Consumer
CHAPTER 05 Understand Business-to-Business Markets
CHAPTER 06 Segmentation, Target Marketing, Positioning, and CRM

PART THREE: Develop the Value Offering—The Product Experience
CHAPTER 07 Product Strategy and New-Product Development
CHAPTER 08 Build the Brand
CHAPTER 09 Service as the Core Offering

PART FOUR: Price and Deliver the Value Offering
CHAPTER 10 Manage Pricing Decisions
CHAPTER 11 Manage Marketing Channels and Points of Customer Interface

PART FIVE: the Value Offering through the Elements of Integrated Marketing Communications
CHAPTER 12 Promotional Strategy and New Media
CHAPTER 13 , Sales Promotion, and Public Relations
CHAPTER 14 Personal Selling and Direct Marketing

PART SIX: Bring It all Together—Global and Dimensions
CHAPTER 15 Understand the Global Marketplace: Marketing without Borders
CHAPTER 16 The Marketing Dashboard: Metrics for Measuring Marketing Performance

Book Details

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