02166cam a2200349 i 4500 17988675 OSt 20211123103906.0 140106s2015 nyua b 001 0 eng 2013049003 9780078028861 (alk. paper) 0078028868 (alk. paper) DLC eng LC rda DLC DLC pcc HF5415.13.M36(2e) 658.8 23 Marshall, Greg W. Marketing management. / Greg W. Marshall & Mark W. Johnston 2nd ed. New York: McGraw-Hill Education, 2015. xxvi, (various paging) : color illustrations ; 28 cm text rdacontent unmediated rdamedia volume rdacarrier 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 -- Marketing Management. Johnston, Mark W. 7 cbc orignew 1 ecip 20 y-gencatlg lcc BK 8054 15554 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-07 HF5415.13.M36(2e) K/1438/1438/19 2021-11-19 00:00:00 1 2021-11-19 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-07 HF5415.13.M362(2e) K/1560/1560/19 2021-11-19 00:00:00 3 2021-11-19 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-07 HF5415.13.M363(2e) K/1561/1561/19 2021-11-23 00:00:00 4 2021-11-19 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-07 0 HF5415.13.M361(2e) K/1439/1439/19 2021-11-24 00:00:00 2 2021-11-19 BK