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Marketing management /Greg W. Marshall and Mark W. Johnston

By: Contributor(s): Material type: TextTextPublication details: New York: McGraw Hill, c 2023.Edition: 4th ed. Student editionDescription: xxiv,435 p.: col. ill. ; 28 cmISBN:
  • 9781260598230
Subject(s): DDC classification:
  • 658.8 MAR
Contents:
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
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Item type Current library Home library Call number Copy number Status Barcode
Book Mzumbe University Main Campus Library Mzumbe University Main Campus Library 658.8 MAR (Browse shelf(Opens below)) 1 Available 0087168
Total holds: 0

Includes references and index p. 405 - 435

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

eng.

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