Marketing management / Gregory W. Marshall, Mark W. Johnston.
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| Edition: | Third edition. |
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| Published: |
New York, NY :
McGraw-Hill Education,
[2019]
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| Online Access: | |
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| Format: | Electronic eBook |
Table of Contents:
- 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.
- 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.
- 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.
- 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.
- 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.
