This is completed downloadable of Marketing Management 2nd Edition Marshall Test Bank
Product Details:
- ISBN-10 : 1259183025
- ISBN-13 : 978-1259183027
- Author:
Marshall/Johnston’s Marketing Management, 2e has taken great effort to represent marketing management the way it is actually practiced in successful organisations today.
Given the dramatic changes in the field of marketing, it is a sure bet that the job of leading marketing manager’s contributions to the organisation and its customers, clients, and partners has changed at the same level. Yet, no marketing management book on the market today fully and effectively captures and communicates to students how marketing management is really practiced in the 21st century business world. Clearly, it is time for an updated approach to teaching and learning within the field. Marketing Management 2e is designed to fulfill this need.
Table of Content:
PART ONE: Discover Marketing ManagementChapter 1: Marketing in Today’ Business MilieuChapter 2: Elements of Marketing Strategy, Planning, and CompetitionPART TWO: Use Information to Drive Marketing DecisionsChapter 3: Managing Marketing InformationChapter 4: Understand Customers: Business-to-Consumer MarketsChapter 5: Understand Business-to-Business MarketsChapter 6: Segmentation, Target Marketing, Positioning, and CRMPART THREE: Develop the Value Offering – The Product ExperienceChapter 7: Product Strategy and New Product DevelopmentChapter 8: Build the BrandChapter 9: Service as the Core OfferingPART FOUR: Price and Deliver the Value OfferingChapter 10: Manage Pricing DecisionsChapter 11: Manage Marketing Channels and Points of Customer InterfacePART FIVE: Communicate the Value Offering to CustomersChapter 12: Promotion Strategy and New MediaChapter 13: Advertising, Sales Promotion, and Public RelationsChapter 14: Personal Selling and Direct MarketingPART SIX: Bring It All Together – Global and Performance DimensionsChapter 15: Understand the Global Marketplace: Marketing Without BordersChapter 16: The Marketing Dashboard: Metrics for Measuring Marketing Performance
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