Essentials of marketing management /
Marshall, Greg W.
Essentials of marketing management / Greg W. Marshall, Mark W. Johnston. - New York, NY : McGraw-Hill/Irwin, c2011. - 743 p. : il., grafs., fot. col., etc.
Includes bibliographical references, index, glossary, etc..
Pte. 1. Introduction to marketing management -- Cap. 1. Marketing in today's global business milieu -- 2. Elements of marketing strategy and planning -- Pte. 2. Information drives marketing decision making -- Cap. 3. Perspectives on crm and marketing metrics -- 4. Managing marketing information -- 5. Understanding customers: business-to-consumer markets -- 6. Understanding customer: business-to-business markets -- Pte. 3. Developing the value offering -- Cap. 7. Segmentation, target marketing, and positioning -- 8. The product experience: product strategy and building the brand -- 9. The product experience: new-product development and service -- 10. Managing pricing decisions -- Pte. 4. Communicating and delivering the value offering -- Cap. 11. Managing marketing channels and supply chain -- 12. Points of customer interface: bricks and clicks -- 13. Integrated marketing communications: promotional strategy, advertising, sales promotion, and public relation -- 14. Integrated marketing communications: personal selling, diret marketing, and interactive marketing.
Disponible en la Colección General :
Biblioteca Central.
9780078028786 (pasta blanda) 0078028787 (pasta blanda)
Mercadeo
Marketing--Management
658.8 / M367
Essentials of marketing management / Greg W. Marshall, Mark W. Johnston. - New York, NY : McGraw-Hill/Irwin, c2011. - 743 p. : il., grafs., fot. col., etc.
Includes bibliographical references, index, glossary, etc..
Pte. 1. Introduction to marketing management -- Cap. 1. Marketing in today's global business milieu -- 2. Elements of marketing strategy and planning -- Pte. 2. Information drives marketing decision making -- Cap. 3. Perspectives on crm and marketing metrics -- 4. Managing marketing information -- 5. Understanding customers: business-to-consumer markets -- 6. Understanding customer: business-to-business markets -- Pte. 3. Developing the value offering -- Cap. 7. Segmentation, target marketing, and positioning -- 8. The product experience: product strategy and building the brand -- 9. The product experience: new-product development and service -- 10. Managing pricing decisions -- Pte. 4. Communicating and delivering the value offering -- Cap. 11. Managing marketing channels and supply chain -- 12. Points of customer interface: bricks and clicks -- 13. Integrated marketing communications: promotional strategy, advertising, sales promotion, and public relation -- 14. Integrated marketing communications: personal selling, diret marketing, and interactive marketing.
Disponible en la Colección General :
Biblioteca Central.
9780078028786 (pasta blanda) 0078028787 (pasta blanda)
Mercadeo
Marketing--Management
658.8 / M367