Marshall/Johnston's Marketing Management, 2e has taken great effort to represent marketing management the way it is actually practiced in successful organisations today.
Given the dramatic changes in the field of marketing, it is a sure bet that the job of leading marketing manager's contributions to the organisation 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.
Contents
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
Book Details
- Hardcover: 576 pages
- Publisher: McGraw-Hill/Irwin; 2 edition (©2014)
- Language: English
- ISBN-10: 0078028868
- ISBN-13: 978-0078028861
- Product Dimensions: 8.6 x 1.1 x 11.1 inches
- List Price: $252.67