Essentials of Marketing Management - Brossura

Marshall, Greg; Johnston, Mark

Brossura

ISBN 10: 0078028787 ISBN 13: 9780078028786

Casa editrice: McGraw-Hill Education, 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 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.

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.

Mark W. Johnston is the Alan and Sandra Gerry Professor of Marketing and Ethics in the Roy E. Crummer Graduate School of Business at 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 been published in a number of professional journals including Journal of Marketing Research, Journal of Applied Psychology, Journal of Business Ethics, Journal of Marketing Education, Journal of Personal Selling & Sales Management and many others. Mark is also an active member in the American Marketing Association and Academy of Marketing Science. Mark has been retained as a consultant for firms in a number of industries including personal health care, chemical, transportation, hospitality, and telecommunications. He has consulted on a wide range of issues involving strategic business development, sales force structure and performance, international market opportunities, and ethical decision-making. Mark also works with MBA students on consulting projects around the world for companies such as Tupperware, Disney, and Johnson & Johnson. He has conducted seminars globally on a range of topics including the strategic role of selling in the organization, developing an ethical framework for decision-making, improving business unit performance, and structuring an effective international marketing department. Mark continues to provide specialized seminars to top managers on strategic marketing issues. For more than two decades Mark has taught Marketing Management working with thousands of students. His hands-on, real world approach to marketing management has earned him a number of teaching awards.

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
• Data di pubblicazione: 2010
• ISBN 10: 0078028787
• ISBN 13: 9780078028786
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 371