Marketing management. / Greg W. Marshall & Mark W. Johnston
Material type: TextPublisher: New York: McGraw-Hill Education, 2019Edition: 3rd edDescription: xii, 403 p. + (various paging) : color illustrations ; 28 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781259637155 (alk. paper); 1259637158 (alk. paper); 9781260157833 (bound); 1260157830 (bound)Subject(s): Marketing -- ManagementDDC classification: 658.8 LOC classification: HF5415.13.M36Item type | Current location | Home library | Call number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.13.M361(3e) (Browse shelf) | Available | K/3272/0370/23 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.13.M36(3e) (Browse shelf) | Available | K/3005/0103/23 |
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 --
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