Marketing Management, 2nd Edition - PDF Free Download - Fox eBook

Marketing Management, 2nd Edition. Book Description. Markshall/Johnston's Marketing Management, 2e has taken great effort to represent marketing management the way it is actually practiced in successful organizations today. Giving the dramatic changes in the field of marketing, it is a sure bet that the job of leading marketing manager's contributions to the organization 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. Table of Contents. PART ONE: Discover Marketing Management CHAPTER 01 Marketing in Today's Business Milieu CHAPTER 02 Elements of Marketing Strategy, Planning, and Competition. PART TWO: Use Information to Drive Marketing Decisions CHAPTER 03 Manage Marketing Information CHAPTER 04 Understand Business-to-Consumer Markets CHAPTER 05 Understand Business-to-Business Markets CHAPTER 06 Segmentation, Target Marketing, Positioning, and CRM. PART THREE: Develop the Value Offering—The Product Experience CHAPTER 07 Product Strategy and New-Product Development CHAPTER 08 Build the Brand CHAPTER 09 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 through the Elements of Integrated Marketing Communications CHAPTER 12 Promotional 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.