TY  - BOOK
AU  - Marshall,Greg W.
AU  - Johnston,Mark W.
TI  - Marketing management.
SN  - 9780078028861 (alk. paper)
AV  - HF5415.13.M36(2e) 
U1  - 658.8 23
PY  - 2015///
CY  - New York
PB  - McGraw-Hill Education
KW  - Marketing
KW  - Management
N1  - Includes bibliographical references and index; 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 --
ER  -