Marshall, Greg W., author.
Marketing management / Greg W. Marshall, Mark W. Johnson. - Third edition. - New York, NY : McGraw-Hill Education, c2019. - xxii, various pagings : color illustrations ; 28 cm
Includes bibliographical references and indexes.
Part 1 - Discover marketing management - Chapter 1 - Marketing in today's business milieu - Chapter 2 - Marketing foundations : global, ethical, sustainable - Chapter 3 - Elements of marketing strategy, planning, and competition - Part 2 - Use information to drive marketing decision - Chapter 4 - Market research essentials - Chapter 5 - CRM, big data, and marketing analytics - Chapter 6 - Understand consumer and business markets - Part 3 - Develop the value offering - the product experience - Chapter 8 - Product strategy and new product development - Chapter 9 - Build the brand - Chapter 10 - Service as the core offering - Part 4 - Price and deliver the value offering - Chapter 11 - Manage pricing decisions - Chapter 12 - Manage marketing channels, logistics, and supply chain - Part 5 - Communicate the value offering - Chapter 13 - Promotion essentials : digital and social media marketing - Chapter 17 - Promotion essentials : legacy approaches - Glossary - Indexes
The 3rd edition, written for today's students in an interesting, lively, professional tone, has received the exclusive endorsement of the American Marketing Association as the recommended key resources for the PCM exam.
The content of the 3rd edition reflects the major trends in the managerial practice of marketing, and the pedagogy is crafted around learning and teaching preferences in today's classroom.
The 14 chapter framework, available in both print and digital versions, is perfect for all course timetables and modalities. Marketing Management, 3e, also provides a fully-developed array of application activities both at the end o each chapter and in McGraw-Hill's CONNECT, along with marketing plan project suggestions.
In English text.
978-1-260-08499-3
Marketing--Management.
Marketing.
HF5415.13 / M37 2019
Marketing management / Greg W. Marshall, Mark W. Johnson. - Third edition. - New York, NY : McGraw-Hill Education, c2019. - xxii, various pagings : color illustrations ; 28 cm
Includes bibliographical references and indexes.
Part 1 - Discover marketing management - Chapter 1 - Marketing in today's business milieu - Chapter 2 - Marketing foundations : global, ethical, sustainable - Chapter 3 - Elements of marketing strategy, planning, and competition - Part 2 - Use information to drive marketing decision - Chapter 4 - Market research essentials - Chapter 5 - CRM, big data, and marketing analytics - Chapter 6 - Understand consumer and business markets - Part 3 - Develop the value offering - the product experience - Chapter 8 - Product strategy and new product development - Chapter 9 - Build the brand - Chapter 10 - Service as the core offering - Part 4 - Price and deliver the value offering - Chapter 11 - Manage pricing decisions - Chapter 12 - Manage marketing channels, logistics, and supply chain - Part 5 - Communicate the value offering - Chapter 13 - Promotion essentials : digital and social media marketing - Chapter 17 - Promotion essentials : legacy approaches - Glossary - Indexes
The 3rd edition, written for today's students in an interesting, lively, professional tone, has received the exclusive endorsement of the American Marketing Association as the recommended key resources for the PCM exam.
The content of the 3rd edition reflects the major trends in the managerial practice of marketing, and the pedagogy is crafted around learning and teaching preferences in today's classroom.
The 14 chapter framework, available in both print and digital versions, is perfect for all course timetables and modalities. Marketing Management, 3e, also provides a fully-developed array of application activities both at the end o each chapter and in McGraw-Hill's CONNECT, along with marketing plan project suggestions.
In English text.
978-1-260-08499-3
Marketing--Management.
Marketing.
HF5415.13 / M37 2019