Marketing Management https://www.mheducation.com/cover-images/Jpeg_250-high/0078028868.jpeg
Marketing Management

Marketing Management

2nd Edition
By Greg Marshall and Mark Johnston
Copyright: 2015

Purchase Options

We’re committed to providing you with high-value course solutions backed by great service and a team that cares about your success.

Connect

  • Convenient digital experience
  • Adaptive learning tools to focus your study time
  • Integrated course eBook
  • Supporting how-to videos, interactives and extra practice materials

See how Connect works >


ISBN10: 0077437055 | ISBN13: 9780077437053

180 Day: $125.00

Loose Leaf

  • Get a color, loose leaf copy of the full text
  • Binder-ready pages
  • Lighten your load, carry only what you need for class

What are my shipping options?


ISBN10: 007772612X | ISBN13: 9780077726126

$233.67

Hardcopy

Receive via shipping:

  • Bound book containing the complete text
  • Full color
  • Hardcover or softcover

What are my shipping options?


ISBN10: 0078028868 | ISBN13: 9780078028861

$196.56

Connect + Loose Leaf

  • Connect registration card plus color, binder-ready pages of the complete text
    Connect includes:
  • Convenient digital experience
  • Adaptive learning tools to focus your study time
  • Integrated course eBook
  • Supporting how-to videos, interactives and extra practice materials

See how Connect works >

What are my shipping options?


ISBN10: 1259183394 | ISBN13: 9781259183393

$246.93

The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.

Program Details

PART ONE: Discover Marketing Management

Chapter 1: Marketing in Today's Business Milieu

Chapter 2: Elements of Marketing Strategy, Planning, and Competition

PART TWO: Use Information to Drive Marketing Decisions

Chapter 3: Managing Marketing Information

Chapter 4: Understand Customers: Business-to-Consumer Markets

Chapter 5: Understand Business-to-Business Markets

Chapter 6: Segmentation, Target Marketing, Positioning, and CRM

PART THREE: Develop the Value Offering - The Product Experience

Chapter 7: Product Strategy and New Product Development

Chapter 8: Build the Brand

Chapter 9: Service as the Core Offering

PART FOUR: Price and Deliver the Value Offering

Chapter 10: Manage Pricing Decisions

Chapter 11: Manage Marketing Channels and Points of Customer Interface

PART FIVE: Communicate the Value Offering to Customers

Chapter 12: Promotion Strategy and New Media

Chapter 13: Advertising, Sales Promotion, and Public Relations

Chapter 14: Personal Selling and Direct Marketing

PART SIX: Bring It All Together - Global and Performance Dimensions

Chapter 15: Understand the Global Marketplace: Marketing Without Borders

Chapter 16: The Marketing Dashboard: Metrics for Measuring Marketing Performance