02260cam a2200373 i 4500 17988675 OSt 20230522152810.0 140106s2015 nyua b 001 0 eng 2013049003 9781259637155 (alk. paper) 1259637158 (alk. paper) 9781260157833 (bound) 1260157830 (bound) DLC eng LC rda DLC DLC pcc HF5415.13.M36 658.8 23 Marshall, Greg W. 1002 Marketing management. / Greg W. Marshall & Mark W. Johnston 3rd ed. New York: McGraw-Hill Education, 2019. xii, 403 p. + (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. 334 Johnston, Mark W. 1003 7 cbc orignew 1 ecip 20 y-gencatlg lcc BK 9419 16919 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2023-03-11 0 HF5415.13.M36(3e) K/3005/0103/23 2023-03-14 00:00:00 2023-03-14 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2023-03-23 0 HF5415.13.M361(3e) K/3272/0370/23 2023-05-22 00:00:00 2023-05-22 BK