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 organizations today. In our view, leading and managing the aspects of marketing to improve individual, unit, and organizational 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 organizations. Bottom line, the ability to do great marketing management is relevant to everyone in a firm.
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Greg W. Marshall, Associate Professor of Marketing at the University of South Florida, Tampa, FL. Greg has 13 years of selling and sales management experience and when he left the field to teach in 1986, he was the manager of the top selling performing ales district in the United States. His research focuses on sales force selection, performance and evaluation, sales force diversity, decision making by marketing managers, and inter-organizational relationships. He is the Associate Editor of the Journal of Personal Selling & Sales Management and currently serves as Special Guest Editor for a JPSSM issue on ¿Strategic Issues in Selling and Sales Management¿¿¿
Dr. Johnston is Professor of Marketing at the Roy E. Crummer Graduate School of Business, Rollins College in Winter Park, Florida. He earned his Ph.D. in Marketing in 1986 from Texas A&M University. Prior to receiving his doctorate he worked in industry as a sales representative for a leading distributor of photographic equipment. His research has resulted in published articles in a number of professional journals such as Journal of Marketing Research, Journal of Applied Psychology, and Journal of Personal Selling and Sales Management and many others. He is also co-author of Sales Force Management 6E (Churchill, Ford, Walker, Johnston, Tanner) published by Irwin McGraw-Hill. He has been retained as a marketing consultant for firms in the personal health care, chemical, transportation, service, and telecommunications industries. A partial list of organizations that Dr. Johnston has conducted market research for in the past includes AT&T, American Airlines, Walt Disney World, and the American Red Cross. In addition, he has consulted on a wide range of issues involving strategic decision-making, quality assessment, market analysis, sales training, and international market decisions. Finally, he has conducted a number of seminars around the world on a variety of topics including motivation, managing turnover in the organization, sales training issues, ethical issues in marketing, and improving overall sales performance.
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
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Descrizione libro McGraw-Hill, 2010. No Binding. Condizione libro: New. This is INTERNATIONAL EDITION! BRAND NEW Premium Quality International Student Edition (ISE). Softcover, Color-Printed Textbook Wrapped in Good Condition. Ship via UPS/DHL. All books mainly ship from Asia countries. Shipping should take from 3-4 business days within US, Canada, UK, and other EU countries. For fast processing, please choose to ship with Expedite! Thank you for visiting my store!. Codice libro della libreria 004690
Descrizione libro Condizione libro: Brand New. This is INTERNATIONAL EDITION, Brand New, 1 edition, , color Printing, Softcover International Edition., High-Quality paper, Printed in English. Ships from multiple locations to WORLDWIDE customer. We CANNOT ship to APO/FPO/PO BOX address.3-5 BUSINESS DAYS EXPRESS SHIPPING VIA UPS / FEDEX/ DHL FOR USA, CANADA, EUROPE,ASIA AND AUSTRALIA CUSTOMER. The international edition will has different ISBN and Cover design from US edition. Occasionally, international textbooks may come with different exercises at the end of chapters. Restricted sales disclaimer wordings //Not for Sales in USA and Canada// are printed on the cover of the book. It is legally to use the international edition in North America. Codice libro della libreria 103091
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Descrizione libro McGraw-Hill/Irwin, 2010. Paperback. Condizione libro: New. book. Codice libro della libreria 0078028787
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