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Marketing Management with 2011 Update

by: Greg Marshall, Mark Johnston

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On-line Price: $127.95 (includes GST)

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Retail Price: $167.95

Publisher: MCGRAW-HILL,11.09.11

Category: MARKETING Level:

ISBN: 0077563581
ISBN13: 9780077563585

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Description

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.

Table of Contents

Part 1: Introduction to Marketing Management
Chapter 1 Marketing in Today?s Business Milieu
Chapter 2 Elements of Marketing Strategy and Planning
Chapter 3 Understanding the Global Marketplace: Marketing Without Borders
Part 2: Information Drives Marketing Decision Making
Chapter 4 Perspectives on Customer Relationship Management
Chapter 5 Managing Marketing Information
Chapter 6 Understanding Competitors: Analysis to Action
Chapter 7 Understanding Customers?Business-to-Consumer Markets
Chapter 8 Understanding Customers?Business-to-Business Markets
Part 3: TBD
Chapter 9 Segmentation, Target Marketing, Positioning
Chapter 10 The Product Experience?Product Strategy
Chapter 11 The Product Experience?Building the Brand
Chapter 12 The Product Experience?New-Product Development
Chapter 13 Service as the Core Offering
Chapter 14 Managing Pricing Decisions
Part 4: TBD
Chapter 15 Managing Marketing Channels and the Supply Chain
Chapter 16 Points of Customer Interface?Bricks and Clicks
Chapter 17 Integrated Marketing Communications: Promotional Strategy, Advertising, Sales Promotion, and Public Relations
Chapter 18 Integrated Marketing Communications?Personal Selling, Direct Marketing, and Interactive Marketing
Chapter 19 The Marketing Dashboard: Metrics for Measuring Marketing Performance
Glossary
Endnotes
Index