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Marshall, Greg W.,

Marketing management / Greg W. Marshall and Mark W. Johnston - Fourth edition International edition. - 1 volume (various paging) : 28 cm color illustrations ;

Includes bibliographical references and index.

Chapter 1: Marketing in Today’s Business MilieuChapter 2: Marketing Foundations: Global, Ethical,SustainableChapter 3: Elements of Marketing Strategy, Planning, andCompetitionChapter 4: Market Research EssentialsChapter 5: CRM, Big Data, and Marketing AnalyticsChapter 6: Understand Consumer and Business MarketsChapter 7: Segmentation, Target Marketing, and PositioningChapter 8: Product Strategy and New Product DevelopmentChapter 9: Build the BrandChapter 10: Service as the Core OfferingChapter 11: Manage Pricing DecisionsChapter 12: Manage Marketing Channels, Logistics, and SupplyChainChapter 13: Promotion Essentials: Digital and Social MediaMarketingChapter 14: Promotion Essentials: Legacy Approaches andPersonal Selling


ISBN: 9781260598230 1260598233

LCCN: 2013049003

Subjects--Topical Terms:
Marketing--Management.
Marketing--Decision making.
Marketing strategies.
Consumer behavior--Marketing.

LC Class. No.: HF 5415.13 / M37 2023