TY  - BOOK
AU  - Marshall,Greg W.
AU  - Johnston,Mark W.
TI  - Essentials of marketing management
SN  - 9780078028786
U1  - 658.8 22 ed.
PY  - 2011///
CY  - New York, NY
PB  - McGraw-Hill/Irwin
KW  - Mercadeo
KW  - Marketing
KW  - Management
N1  - 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
ER  -