Essentials of marketing management:
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York, NY
McGraw-Hill
2011
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | getr. Zählung Ill., graph. Darst. |
| ISBN: | 9780078028786 0078028787 |
Staff View
MARC
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| 245 | 1 | 0 | |a Essentials of marketing management |c Greg W. Marshall, Mark W. Johnston |
| 264 | 1 | |a New York, NY |b McGraw-Hill |c 2011 | |
| 300 | |a getr. Zählung |b Ill., graph. Darst. | ||
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| 500 | |a Includes bibliographical references and index | ||
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-027033499 | ||
Record in the Search Index
| _version_ | 1804151780773199872 |
|---|---|
| adam_text | BRIEF
TABLE
OF
CONTENTS
part ONE
Introduction to Marketing
Management
1
CHAPTER
01
MARKETING IN TODAY S GLOBAL BUSINESS
MILIEU
2
CHAPTER
02
ELEMENTS OF MARKETING STRATEGY
AND PLANNING
26
Information
Ulives
Marketing
Decision Making
53
CHAPTER
03
PERSPECTIVES ON CRM AND
MARKETING METRICS
54
CHAPTER
04
MANAGING MARKETING INFORMATION
80
CHAPTER
05
UNDERSTANDING CUSTOMERS: BUSINESS-
TO-CONSUMER MARKETS
106
CHAPTER
06
UNDERSTANDING CUSTOMERS: BUSINESS-
TO-BUSINESS MARKETS
134
CHAPTER
07
SEGMENTATION, TARGET MARKETING, AND
POSITIONING
160
CHAPTER
08
THE PRODUCT EXPERIENCE: PRODUCT
STRATEGY AND BUILDING THE BRAND
188
CHAPTER
09
THE PRODUCT EXPERIENCE: NEW-PRODUCT
DEVELOPMENT AND SERVICE
220
CHAPTER
10
MANAGING PRICING DECISIONS
246
part FOUR
Communicating and Delivering
the Value Offering
269
CHAPTER
11
MANAGING MARKETING CHANNELS
AND THE SUPPLY CHAIN
270
CHAPTER
12
POINTS OF CUSTOMER INTERFACE: BRICKS
AND CLICKS
290
CHAPTER
13
INTEGRATED MARKETING COMMUNICATIONS:
PROMOTIONAL STRATEGY, ADVERTISING,
SALES PROMOTION, AND PUBLIC
RELATIONS
314
CHAPTER
14
INTEGRATED MARKETING COMMUNICATIONS:
PERSONAL SELLING, DIRECT MARKETING,
AND INTERACTIVE MARKETING
344
GLOSSARY G-1
ENDNOTES EN-1
CREDITS PC-1
INDEX
1-1
xviii
BRIEF TABLE OF CONTENTS
|
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| institution | BVB |
| isbn | 9780078028786 0078028787 |
| language | English |
| lccn | 2009049181 |
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| publishDate | 2011 |
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| spelling | Marshall, Greg W. Verfasser (DE-588)135815533 aut Essentials of marketing management Greg W. Marshall, Mark W. Johnston New York, NY McGraw-Hill 2011 getr. Zählung Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Marketing Management Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 s DE-604 Johnston, Mark W. Verfasser (DE-588)170745457 aut Digitalisierung UB Bayreuth - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027033499&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Marshall, Greg W. Johnston, Mark W. Essentials of marketing management Marketing Management Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4168907-0 |
| title | Essentials of marketing management |
| title_auth | Essentials of marketing management |
| title_exact_search | Essentials of marketing management |
| title_full | Essentials of marketing management Greg W. Marshall, Mark W. Johnston |
| title_fullStr | Essentials of marketing management Greg W. Marshall, Mark W. Johnston |
| title_full_unstemmed | Essentials of marketing management Greg W. Marshall, Mark W. Johnston |
| title_short | Essentials of marketing management |
| title_sort | essentials of marketing management |
| topic | Marketing Management Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketing Management Marketingmanagement |
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