MARKETING MANAGEMENT MARSHALL G. JOHNSTON M. Księgarnia

Marketing Management 1/e effectively captures and communicates to students how marketing management is really practiced in the 21st century world of business.

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.

Mark W. Johnston is the Alan and Sandra Gerry Professor of Marketing and Ethics in the Roy E. Crummer Graduate School of Business at Rollins College in Winter Park, Florida

Table of Contents

Part 1 Introduction to Marketing Management

1: Marketing in Today's Business Milieu
2: Elements of Marketing Strategy and Planning
3: Understanding the Global Marketplace: Marketing without Borders

Part 2 Information Drives Marketing Decision Making

4: Perspectives on Customer Relationship Management
5: Managing Marketing Information
6: Understanding Competitors: Analysis to Action
7: Understanding Customers: Business to Consumer Markets
8: Understanding Customers: Business to Business Markets

Part 3 Developing the Value Offering

9: Segmentation, Target Marketing, and Positioning
10: The Product Experience: Product Strategy
11: The Product Experience: Building the Brand
12: The Product Experience: New Product Development
13: Service as the Core Offering
14: Managing Pricing Decisions

Part 4 Communicating and Delivering the Value Offering

15: Managing Marketing Channels and the Supply Chain
16: Point of Customer Interface: Bricks and Clicks
17: Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations
18: Integrated Marketing Communication: Selling, Direct, and Interactive Marketing
19: Metrics for Measuring Marketing Performance

768 pages, Paperback

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.