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Marketing Management

Marketing Management

ISBN 9780078028861
Edition 2
Publication Date
Publisher McGraw-Hill
Author(s)
Overview

PART ONE: Discover Marketing Management

Chapter 1: Marketing in Today's Business Milieu Chapter 2: Elements of Marketing Strategy, Planning, and Competition

PART TWO: Use Information to Drive Marketing Decisions

Chapter 3: Managing Marketing Information Chapter 4: Understand Customers: Business-to-Consumer Markets Chapter 5: Understand Business-to-Business Markets Chapter 6: Segmentation, Target Marketing, Positioning, and CRM

PART THREE: Develop the Value Offering - The Product Experience

Chapter 7: Product Strategy and New Product Development Chapter 8: Build the Brand Chapter 9: Service as the Core Offering

PART FOUR: Price and Deliver the Value Offering

Chapter 10: Manage Pricing Decisions Chapter 11: Manage Marketing Channels and Points of Customer Interface

PART FIVE: Communicate the Value Offering to Customers

Chapter 12: Promotion Strategy and New Media Chapter 13: Advertising, Sales Promotion, and Public Relations Chapter 14: Personal Selling and Direct Marketing

PART SIX: Bring It All Together - Global and Performance Dimensions

Chapter 15: Understand the Global Marketplace: Marketing Without Borders Chapter 16: The Marketing Dashboard: Metrics for Measuring Marketing Performance
Overview

PART ONE: Discover Marketing Management

Chapter 1: Marketing in Today's Business Milieu Chapter 2: Elements of Marketing Strategy, Planning, and Competition

PART TWO: Use Information to Drive Marketing Decisions

Chapter 3: Managing Marketing Information Chapter 4: Understand Customers: Business-to-Consumer Markets Chapter 5: Understand Business-to-Business Markets Chapter 6: Segmentation, Target Marketing, Positioning, and CRM

PART THREE: Develop the Value Offering - The Product Experience

Chapter 7: Product Strategy and New Product Development Chapter 8: Build the Brand Chapter 9: Service as the Core Offering

PART FOUR: Price and Deliver the Value Offering

Chapter 10: Manage Pricing Decisions Chapter 11: Manage Marketing Channels and Points of Customer Interface

PART FIVE: Communicate the Value Offering to Customers

Chapter 12: Promotion Strategy and New Media Chapter 13: Advertising, Sales Promotion, and Public Relations Chapter 14: Personal Selling and Direct Marketing

PART SIX: Bring It All Together - Global and Performance Dimensions

Chapter 15: Understand the Global Marketplace: Marketing Without Borders Chapter 16: The Marketing Dashboard: Metrics for Measuring Marketing Performance

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