02009cam a2200325 i 450000100090000000300040000900500170001300800410003001000170007102000310008802000280011902000260014702000230017304000320019604200080022805000180023608200140025410000220026824500650029025000120035526400450036730000670041233600210047933700250050033800230052550400510054850510350059965000270163470000220166117988675OSt20230522152810.0140106s2015    nyua     b    001 0 eng    a  2013049003  a9781259637155 (alk. paper)  a1259637158 (alk. paper)  a9781260157833 (bound)  a1260157830 (bound)  aDLCbengcLCerdadDLCdDLC  apcc00aHF5415.13.M3600a658.82231 aMarshall, Greg W.10aMarketing management. /cGreg W. Marshall & Mark W. Johnston  a3rd ed. 1aNew York:bMcGraw-Hill Education,c2019.  axii, 403 p. + (various paging) :bcolor illustrations ;c28 cm  atext2rdacontent  aunmediated2rdamedia  avolume2rdacarrier  aIncludes bibliographical references and index.  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 --      0aMarketingxManagement.1 aJohnston, Mark W.