000			02166cam a2200349 i 4500
001			17988675
003			OSt
005			20211123103906.0
008			140106s2015 nyua b 001 0 eng
010			_a 2013049003
020			_a9780078028861 (alk. paper)
020			_a0078028868 (alk. paper)
040			_aDLC _beng _cLC _erda _dDLC _dDLC
042			_apcc
050	0	0	_aHF5415.13.M36(2e)
082	0	0	_a658.8 _223
100	1		_aMarshall, Greg W.
245	1	0	_aMarketing management. / _cGreg W. Marshall & Mark W. Johnston
250			_a2nd ed.
264		1	_aNew York: _bMcGraw-Hill Education, _c2015.
300			_axxvi, (various paging) : _bcolor illustrations ; _c28 cm
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
504			_aIncludes bibliographical references and index.
505			_aContents: 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 --
650		0	_aMarketing _xManagement.
700	1		_aJohnston, Mark W.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c8054 _d15554