Essentials of Marketing Management - Brossura

Marshall, Greg; Johnston, Mark

Brossura

ISBN 10: 0071082026 ISBN 13: 9780071082020

Casa editrice: McGraw-Hill Education / Asia, 2010

Riassunto

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 organisations today. In our view, leading and managing the aspects of marketing to improve individual, unit, and organisational 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 organisations. Bottom line, the ability to do great marketing management is relevant to everyone in a firm.

Su questo libro

L'autore:

Charles Harwood Professor of Marketing and Strategy in the Crummer Graduate School of Business at Rollins College, Winter Park, Florida. He earned his Ph.D. in marketing from Oklahoma State University. Gregs industry experience includes 13 years in selling and sales management, product management, and retailing with companies such as Warner Lambert, Mennen, and Target Stores. When he left Warner Lambert in 1986 to enter academe, he was the manager of the top-performing sales district in the United States. In addition, he has served as a consultant and trainer for a variety of organizations in both the private and public sectors, primarily in the areas of marketing planning, strategy development, and service quality.

Contenuti:

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

Su questa edizione

• Editore: McGraw-Hill Education / Asia
• Data di pubblicazione: 2010
• ISBN 10: 0071082026
• ISBN 13: 9780071082020
• Rilegatura: Copertina flessibile
• Numero di pagine: 416