Marketing Management - Rilegato

Marshall, Greg; Johnston, Mark

Rilegato

ISBN 10: 0073529796 ISBN 13: 9780073529790

Casa editrice: McGraw-Hill Education, 2009

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.

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 1: Introduction to Marketing Management

Chapter 1 Marketing in Today’s Business Milieu

Chapter 2 Elements of Marketing Strategy and Planning

Chapter 3 Understanding the Global Marketplace: Marketing Without Borders

Part 2: Information Drives Marketing Decision Making

Chapter 4 Perspectives on Customer Relationship Management

Chapter 5 Managing Marketing Information

Chapter 6 Understanding Competitors: Analysis to Action

Chapter 7 Understanding Customers—Business-to-Consumer Markets

Chapter 8 Understanding Customers—Business-to-Business Markets

Part 3: TBD

Chapter 9 Segmentation, Target Marketing, Positioning

Chapter 10 The Product Experience—Product Strategy

Chapter 11 The Product Experience—Building the Brand

Chapter 12 The Product Experience—New-Product Development

Chapter 13 Service as the Core Offering

Chapter 14 Managing Pricing Decisions

Part 4: TBD

Chapter 15 Managing Marketing Channels and the Supply Chain

Chapter 16 Points of Customer Interface—Bricks and Clicks

Chapter 17 Integrated Marketing Communications: Promotional Strategy, Advertising, Sales Promotion, and Public Relations

Chapter 18 Integrated Marketing Communications—Personal Selling, Direct Marketing, and Interactive Marketing

Chapter 19 The Marketing Dashboard: Metrics for Measuring Marketing Performance

Glossary

Endnotes

Index

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2009
• ISBN 10: 0073529796
• ISBN 13: 9780073529790
• Rilegatura: Copertina rigida
• Numero di pagine: 566