Marketing Management 1st Edition Marshall Test Bank

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Marketing Management 1st Edition Marshall Test Bank.

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Marketing Management 1st Edition Marshall Test Bank

Product details:

  • ISBN-10 ‏ : ‎ 0073529796
  • ISBN-13 ‏ : ‎ 978-0073529790
  • Author: Greg W. Marshall, Mark W. Johnston
Table contents:
  1. Marketing in today’s global business milieu
  2. Elements of marketing strategy and planning
  3. Perspectives on CRM and marketing metrics
  4. Managing marketing information
  5. Understanding customers: business-to-consumer markets
  6. Understanding customers: business-to-business markets
  7. Segmentationn, target marketing, and positioning
  8. The product experience: product strategy and building the brand
  9. The product experience: new-product development and service
  10. Managing pricing decisions
  11. Managing marketing channels and the supply chain
  12. Points of customer interface: bricks and clicks
  13. Integrated marketing communications: promotional strategy, advertising, sales promotion, and public relations
  14. Inegrated marketing communications: personal selling, direct marketing, and interactive marketing

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