Essentials of Marketing Management
Greg W. Marshall,
Rollins College Mark W. Johnston,
Rollins College
ISBN: 0078028787 Copyright year: 2011 Table of Contents
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
|
| |