Marketing management:
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
Boston [u.a.]
McGraw-Hill Irwin
2010
|
| Edition: | International. student ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | Getr. Zählung Ill., graph. Darst. |
| ISBN: | 0071283188 9780071283182 |
Staff View
MARC
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| 245 | 1 | 0 | |a Marketing management |c Greg W. Marshall ; Mark W. Johnston |
| 250 | |a International. student ed. | ||
| 264 | 1 | |a Boston [u.a.] |b McGraw-Hill Irwin |c 2010 | |
| 300 | |a Getr. Zählung |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Customer Relationship Management |2 stw | |
| 650 | 7 | |a Lieferanten-Kunden-Beziehung |2 stw | |
| 650 | 7 | |a Marketing |2 stw | |
| 650 | 7 | |a Marketingpolitik |2 stw | |
| 650 | 7 | |a Produktpolitik |2 stw | |
| 650 | 7 | |a Theorie |2 stw | |
| 650 | 4 | |a Marketing |x Management | |
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| 700 | 1 | |a Johnston, Mark W. |e Sonstige |4 oth | |
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Record in the Search Index
| _version_ | 1804138600129888256 |
|---|---|
| adam_text | BRIEF
TABLE
OF
CONTENTS
part ONE
Introduction to Marketing
Management
1
CHAPTER
01
MARKETING IN TODAY S BUSINESS
MILIEU
2
CHAPTER
02
ELEMENTS OF MARKETING STRATEGY
AND PLANNING
28
CHAPTER
03
UNDERSTANDING THE GLOBAL MARKETPLACE:
MARKETING WITHOUT BORDERS
62
part TWO
Information Drives Marketing
Decision Making
95
CHAPTER
04
PERSPECTIVES ON CUSTOMER RELATIONSHIP
MANAGEMENT
96
CHAPTER
05
MANAGING MARKETING INFORMATION
116
CHAPTER
06
UNDERSTANDING COMPETITORS: ANALYSIS
TO ACTION
148
CHAPTER
07
UNDERSTANDING CUSTOMERS: BUSINESS-
TO-CONSUMER MARKETS
172
CHAPTER
08
UNDERSTANDING CUSTOMERS: BUSINESS-
TO-BUSINESS MARKETS
208
part THREE
Developing the Value Offering
235
CHAPTER
09
SEGMENTATION, TARGET MARKETING,
POSITIONING
236
CHAPTER
10
THE PRODUCT EXPERIENCE-PRODUCT
STRATEGY
268
CHAPTER
11
THE PRODUCT EXPERIENCE: BUILDING THE
BRAND
302
CHAPTER
12
THE PRODUCT EXPERIENCE: NEW-PRODUCT
DEVELOPMENT
328
CHAPTERS
SERVICE AS THE CORE OFFERING
352
CHAPTER
14
MANAGING PRICING DECISIONS
382
part FOUR
Communicating and Delivering
the Value Offering
409
CHAPTER
15
MANAGING MARKETING CHANNELS
AND THE SUPPLY CHAIN
410
CHAPTER
16
POINTS OF CUSTOMER INTERFACE: BRICKS
AND CLICKS
434
CHAPTER
17
INTEGRATED MARKETING COMMUNICATIONS:
PROMOTIONAL STRATEGY, ADVERTISING,
SALES PROMOTION, AND PUBLIC
RELATIONS
462
CHAPTER
18
INTEGRATED MARKETING COMMUNICATIONS:
PERSONAL SELLING, DIRECT MARKETING,
AND INTERACTIVE MARKETING
502
CHAPTER
19
THE MARKETING DASHBOARD: METRICS
FOR MEASURING MARKETING
PERFORMANCE
536
GLOSSARY G-1
ENDNOTES EN-1
CREDITS PC-1
INDEX
И
xviii
BRIEF
TULE
OF COiTEMTS
|
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| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | International. student ed. |
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| id | DE-604.BV035300151 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:30:46Z |
| institution | BVB |
| isbn | 0071283188 9780071283182 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017105029 |
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| physical | Getr. Zählung Ill., graph. Darst. |
| publishDate | 2010 |
| publishDateSearch | 2010 |
| publishDateSort | 2010 |
| publisher | McGraw-Hill Irwin |
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| spelling | Marketing management Greg W. Marshall ; Mark W. Johnston International. student ed. Boston [u.a.] McGraw-Hill Irwin 2010 Getr. Zählung Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Customer Relationship Management stw Lieferanten-Kunden-Beziehung stw Marketing stw Marketingpolitik stw Produktpolitik stw Theorie stw Marketing Management Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 s DE-604 Marshall, Greg W. Sonstige (DE-588)135815533 oth Johnston, Mark W. Sonstige oth Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017105029&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Marketing management Customer Relationship Management stw Lieferanten-Kunden-Beziehung stw Marketing stw Marketingpolitik stw Produktpolitik stw Theorie stw Marketing Management Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4168907-0 |
| title | Marketing management |
| title_auth | Marketing management |
| title_exact_search | Marketing management |
| title_full | Marketing management Greg W. Marshall ; Mark W. Johnston |
| title_fullStr | Marketing management Greg W. Marshall ; Mark W. Johnston |
| title_full_unstemmed | Marketing management Greg W. Marshall ; Mark W. Johnston |
| title_short | Marketing management |
| title_sort | marketing management |
| topic | Customer Relationship Management stw Lieferanten-Kunden-Beziehung stw Marketing stw Marketingpolitik stw Produktpolitik stw Theorie stw Marketing Management Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Customer Relationship Management Lieferanten-Kunden-Beziehung Marketing Marketingpolitik Produktpolitik Theorie Marketing Management Marketingmanagement |
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