Marshall, Greg W. <br/><br/>
Marketing management. / 
Greg W. Marshall & Mark W. Johnston 
 - 2nd ed. 
 - xxvi, (various paging) :  color illustrations ;  28 cm 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Contents: 1. Discover marketing management: Marketing in todays business milieu -- Elements of marketing strategy, planning, and competition -- 2. Use information to drive marketing decision: Manage marketing information -- Understand business-to-consumer markets -- Understand business-to-business markets -- Segmentation, target marketing, positioning, and CRM -- 3. Develop the value offering - the product experience: Product strategy and new-product development -- Build the brand -- Service as the core offering -- 4. Price and deliver the value offering: Manage price decisions -- Manage marketing channels and points of customer interface 5. Communicate the values offering through the elements of integrated marketing communications: Promotional strategy and new media -- Advertising, sales promoting, and public relations -- Personal selling and direct marketing -- 6. Bring it all together - global and performance dimensions: Understand the global marketing dashboard: metrics for measuring marking performance --      
<br/><br/><label>ISBN: </label>9780078028861 (alk. paper) 0078028868 (alk. paper) 
<br/><br/><label>LCCN: </label>2013049003 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management.
<br/><br/><label>LC Class. No.: </label>HF5415.13.M36(2e) 
<br/><br/><label>Dewey Class. No.: </label>658.8