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181117s2019 nyua ob 001 0 eng d |
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|a 9781260288957 (electronic bk.)
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|a 1260288951
|q electronic book
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|a 15845182
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|a on1066195292
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|a (OCoLC)1066195292
|z (OCoLC)1066117744
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|a EBLCP
|b eng
|e rda
|e pn
|c EBLCP
|d YDX
|d OCLCQ
|d YDXIT
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|a 658.8
|2 23
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|3 Bib#:
|a 2761478
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| 100 |
1 |
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|a Marshall, Greg W.,
|e author.
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| 245 |
1 |
0 |
|a Marketing management /
|c Gregory W. Marshall, Mark W. Johnston.
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| 250 |
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|a Third edition.
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| 264 |
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1 |
|a New York, NY :
|b McGraw-Hill Education,
|c [2019]
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| 300 |
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|a 1 online resource :
|b colour illustrations
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| 336 |
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|a text
|b txt
|2 rdacontent
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| 337 |
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|a computer
|b c
|2 rdamedia
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| 338 |
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|a online resource
|b cr
|2 rdacarrier
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| 504 |
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|a Includes bibliographical references and index.
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| 505 |
0 |
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|a Intro; Title; Copyright; Dedication; About the Authors; Preface; Brief Table of Contents; Detailed Contents; Part One: Discover Marketing Management; Chapter 1: Marketing in Today's Business Milieu; Welcome to Marketing Management; Marketing Misconceptions; Behind the Misconceptions; Beyond the Misconceptions and Toward the Reality of Modern Marketing; Defining Marketing; Value and Exchange Are Core Marketing Concepts; A New Agenda for Marketing; Marketing's Roots and Evolution; Pre-Industrial Revolution; Focus on Production and Products; Focus on Selling; Advent of the Marketing Concept.
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| 505 |
8 |
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|a Post-Marketing Concept ApproachesChange Drivers Impacting the Future of Marketing; Shift to Product Glut and Customer Shortage; Shift in Information Power from Marketer to Customer; Shift in Generational Values and Preferences; Shift to Distinguishing Marketing (Big M) from marketing (little m); Shift to Justifying the Relevance and Payback of the Marketing Investment; Your Marketing Management Journey Begins; Summary; Key Terms; Application Questions; Management Decision Case: From Clydesdales to Talking Frogs: Budweiser's Strategic Adaptability Keeps It a Winner; Notes.
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| 505 |
8 |
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|a Chapter 2: Marketing Foundations: Global, Ethical, SustainableMarketing is not Limited by Borders; The Global Experience Learning Curve; Companies with No Foreign Marketing; Companies with Foreign Marketing; International Marketing; Global Marketing; Essential Information; Emerging Markets; Multinational Regional Market Zones; Select the Global Market; Identify Selection Criteria; Company Review; Develop Global Market Strategies; Market Entry Strategies; Organizational Structure; Product; Consumers; Market Channels; Marketing Communications; Pricing.
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| 505 |
8 |
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|a Ethics: At the Core of Successful Marketing ManagementEthics and the Value Proposition; Ethics and the Elements of the Marketing Mix; Code of Marketing (Business) Ethics; Sustainability: Not Just the Right Thing to Do But a Good Marketing Strategy; Triple Bottom Line: The Link between Doing Well and Doing Good; Summary; Key Terms; Application Questions; Management Decision Case: Selling to the Bottom of the Pyramid: Marketing Unilever Products in Rural Villages Around the World; Notes; Chapter 3: Elements of Marketing Strategy, Planning, and Competition; Value is at the Core of Marketing.
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| 505 |
8 |
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|a The Value ChainPlanning for the Value Offering; Marketing Planning is Both Strategic and Tactical; Elements of Marketing Planning; Connecting the Marketing Plan to the Firm's Business Plan; Organizational Mission, Vision, Goals, and Objectives; Organizational Strategies; Situation Analysis; Additional Aspects of Marketing Planning; Tips for Successful Marketing Planning; Visit the Appendix for a Marketing Plan Example; Summary; Key Terms; Application Questions; Management Decision Case: Marketing Planning Helps Dunkin' Donuts Score Big in Coffee Customer Loyalty; Marketing Plan Exercises.
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| 650 |
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0 |
|a Marketing
|x Management.
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| 700 |
1 |
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|a Johnston, Mark W.,
|e author.
|
| 776 |
0 |
8 |
|i Print version:
|a Marshall, Greg W.
|t Marketing Management.
|d NY : McGraw-Hill Higher Education, ©2018
|
| 856 |
4 |
0 |
|u https://ebookcentral.proquest.com/lib/canterbury/detail.action?docID=5561465
|y Access limited to 3 simultaneous users
|t 0
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| 942 |
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|a 15072019
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| 945 |
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|b DO NOT SET
|c Automatic
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| 991 |
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|a 2019-07-11
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| 992 |
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|a Created by fiwi, 11/07/2019. Updated by mayo, 15/07/2019.
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| 999 |
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|i e42da0c6-d20f-5852-9ff9-cb879674f525
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|t 0
|
