Essentials of Marketing Management Information Center: Table of Contents


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Essentials of Marketing Management

Greg W. Marshall, Rollins College
Mark W. Johnston, Rollins College

part ONE
Introduction to Marketing Management

CHAPTER 01
MARKETING IN TODAY’S GLOBAL BUSINESS MILIEU

CHAPTER 02
ELEMENTS OF MARKETING STRATEGY AND PLANNING

part TWO
Information Drives Marketing Decision Making

CHAPTER 03
PERSPECTIVES ON CRM AND MARKETING METRICS

CHAPTER 04
MANAGING MARKETING INFORMATION

CHAPTER 05
UNDERSTANDING CUSTOMERS: BUSINESS-TO-CONSUMER MARKETS

CHAPTER 06
UNDERSTANDING CUSTOMERS: BUSINESS-TO-BUSINESS MARKETS

part THREE
Developing the Value Offering

CHAPTER 07
SEGMENTATION, TARGET MARKETING, POSITIONING

CHAPTER 08
THE PRODUCT EXPERIENCE: PRODUCT STRATEGY AND BUILDING THE BRAND

CHAPTER 09
THE PRODUCT EXPERIENCE: NEW-PRODUCT DEVELOPMENT AND SERVICE

CHAPTER 10
MANAGING PRICING DECISIONS

part FOUR
Communicating and Delivering the Value Offering

CHAPTER 11
MANAGING MARKETING CHANNELS AND THE SUPPLY CHAIN

CHAPTER 12
POINTS OF CUSTOMER INTERFACE: BRICKS AND CLICKS

CHAPTER 13
INTEGRATED MARKETING COMMUNICATIONS: PROMOTIONAL STRATEGY, ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS

CHAPTER 14
INTEGRATED MARKETING COMMUNICATIONS: PERSONAL SELLING, DIRECT MARKETING, AND INTERACTIVE MARKETING

GLOSSARY G-1

ENDNOTES EN-1

CREDITS PC-1

INDEX I-1

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