Marshall, Greg W. creator Johnston, Mark W. text bibliography nyu 2015 3rd ed. monographic eng

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xii, 403 p. + (various paging) : color illustrations ; 28 cm 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 -- Greg W. Marshall & Mark W. Johnston Includes bibliographical references and index. Marketing Management HF5415.13.M36 658.8 9781259637155 (alk. paper) 1259637158 (alk. paper) 9781260157833 (bound) 1260157830 (bound) 2013049003 DLC 140106 20230522152810.0 17988675 eng