Marketing Management - Greg W. Marshall

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Résumé :
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.

Biographie:
Charles Harwood Professor of Marketing and Strategy in the Crummer Graduate School of Business at Rollins College, Winter Park, Florida. He earned his Ph.D. in marketing from Oklahoma State University. Gregs industry experience includes 13 years in selling and sales management, product management, and retailing with companies such as Warner Lambert, Mennen, and Target Stores. When he left Warner Lambert in 1986 to enter academe, he was the manager of the top-performing sales district in the United States. In addition, he has served as a consultant and trainer for a variety of organizations in both the private and public sectors, primarily in the areas of marketing planning, strategy development, and service quality.

Sommaire:
PART ONE: Discover Marketing ManagementChapter 1: Marketing in Today's 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