Marketing management / Gregory W. Marshall, Mark W. Johnston.

Saved in:
Bibliographic Details
Edition:Third edition.
Published: New York, NY : McGraw-Hill Education, [2019]
Online Access:
Main Author:
Other Authors:
Format: Electronic eBook


LEADER 00000cam a2200000Ii 4500
001 2761478
005 20190715111300.0
006 m o d
007 cr cnu---unuuu
008 181117s2019 nyua ob 001 0 eng d
020 |a 9781260288957 (electronic bk.) 
020 |a 1260288951  |q electronic book 
024 |a 15845182 
035 |a on1066195292 
035 |a (OCoLC)1066195292  |z (OCoLC)1066117744 
040 |a EBLCP  |b eng  |e rda  |e pn  |c EBLCP  |d YDX  |d OCLCQ  |d YDXIT 
050 4 |a HF5415.13 
082 0 4 |a 658.8  |2 23 
097 |3 Bib#:  |a 2761478 
100 1 |a Marshall, Greg W.,  |e author. 
245 1 0 |a Marketing management /  |c Gregory W. Marshall, Mark W. Johnston. 
250 |a Third edition. 
264 1 |a New York, NY :  |b McGraw-Hill Education,  |c [2019] 
300 |a 1 online resource :  |b colour illustrations 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
504 |a Includes bibliographical references and index. 
505 0 |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. 
505 8 |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. 
505 8 |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. 
505 8 |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. 
505 8 |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. 
650 0 |a Marketing  |x Management. 
700 1 |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  |y Access limited to 3 simultaneous users  |t 0 
942 |a 15072019 
945 |b DO NOT SET  |c Automatic 
991 |a 2019-07-11 
992 |a Created by fiwi, 11/07/2019. Updated by mayo, 15/07/2019. 
999 f f |i e42da0c6-d20f-5852-9ff9-cb879674f525  |s 048d151d-e6ae-526d-8dcf-ce60a9f4e879  |t 0