Essentials of Marketing Management 1st Edition Marshall Test Bank

Essentials of Marketing Management 1st Edition Marshall Test Bank

Product details:

• ISBN-10 ‏ : ‎ 0078028787
• ISBN-13 ‏ : ‎ 978-0078028786
• Author: Greg W. Marshall, Mark W. Johnston

This is a textbook that instructors can connect with and students can learn from, in that it pulls them into the world of marketing through real-world applications. This textbook stays current by covering the hottest topics in this course area, such as Customer Relationship Management and Metrics, in a user-friendly, non-encyclopedic format. Marshall/Johnston’s Essentials of Marketing Management has taken great effort to represent marketing management the way it is actually practiced in successful organizations today. In our view, leading and managing the aspects of marketing to improve individual, unit, and organizational performance— marketing management— is a core business activity.

Table contents:

Chapter One: Marketing’s Value to Consumers, Firms, and Society
Chapter Two: Marketing Strategy Planning
Chapter Three: Evaluating Opportunities in the Changing Market Environment
Chapter Four: Focusing Marketing Strategy with Segmentation and Positioning
Chapter Five: Final Consumers and Their Buying Behavior
Chapter Six: Business and Organizational Customers and Their Buying Behavior
Chapter Seven: Improving Decisions with Marketing Information
Chapter Eight: Elements of Product Planning for Goods and Services
Chapter Nine: Product Management and New-Product Development
Chapter Ten: Place and Development of Channel Systems
Chapter Eleven: Distribution Customer Service and Logistics
Chapter Twelve: Retailers, Wholesalers, and Their Strategy Planning
Chapter Thirteen: Promotion—Introduction to Integrated Marketing Communications
Chapter Fourteen: Personal Selling and Customer Service
Chapter Fifteen: Advertising and Sales Promotion
Chapter Sixteen: Publicity: Promotion Using Earned Media, Owned Media, and Social Media
Chapter Seventeen: Pricing Objectives and Policies
Chapter Eighteen: Price Setting in the Business World
Chapter Nineteen: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

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