Marketing Management (Int'l Ed) - Brossura

Marshall, Greg W.; Johnston, Mark W.

Brossura

ISBN 10: 1259094979 ISBN 13: 9781259094972

Casa editrice: McGraw Hill, 2014

Riassunto

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 manager’s contributions to the organization 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.

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: Discover Marketing Management

Chapter 1: Marketing in Today’s Business Milieu
Chapter 2: Elements of Marketing Strategy, Planning, and Competition

PART TWO: Use Information to Drive Marketing Decisions

Chapter 3: Managing Marketing Information
Chapter 4: Understand Customers: Business-to-Consumer Markets
Chapter 5: Understand Business-to-Business Markets
Chapter 6: Segmentation, Target Marketing, Positioning, and CRM

PART THREE: Develop the Value Offering – The Product Experience

Chapter 7: Product Strategy and New Product Development
Chapter 8: Build the Brand
Chapter 9: 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: Communicate the Value Offering to Customers

Chapter 12: Promotion Strategy and New Media
Chapter 13: Advertising, Sales Promotion, and Public Relations
Chapter 14: Personal Selling and Direct Marketing

PART SIX: Bring It All Together – Global and Performance Dimensions

Chapter 15: Understand the Global Marketplace: Marketing Without Borders
Chapter 16: The Marketing Dashboard: Metrics for Measuring Marketing Performance

Su questa edizione

• Editore: McGraw Hill
• Data di pubblicazione: 2014
• ISBN 10: 1259094979
• ISBN 13: 9781259094972
• Rilegatura: Copertina flessibile
• Numero edizione: 2
• Numero di pagine: 576