Marketing Management 3rd Edition Marshall Test Bank

Marketing Management 3rd Edition Marshall Test Bank

Product details:

• ISBN-10 ‏ : ‎ 1259637158
• ISBN-13 ‏ : ‎ 978-1259637155
• Author: Mark W. Johnston

Greg Marshall and Mark Johnston (both of Rollins College) have taken great effort to represent marketing management the way it is actually practiced in successful organizations today.The 3rd edition, written for today’s students in an interesting, lively, professional tone, has received the exclusive endorsement of the American Marketing Association as the recommended key resources for the PCM exam.The content of the 3rd edition reflects the major trends in the managerial practice of marketing, and the pedagogy is crafted around learning and teaching preferences in today’s classroom. The 14 chapter framework, available in both print and digital versions, is perfect for all course timetables and modalities. Marketing Management, 3e, also provides a fully-developed array of application activities both at the end o each chapter and in McGraw-Hill’s CONNECT, along with marketing plan project suggestions.

Table contents:

Part One: Discover Marketing Management 
CHAPTER 1: Marketing in Today’s Business Milieu
CHAPTER 2: Marketing Foundations: Global, Ethical, Sustainable
CHAPTER 3: Elements of Marketing Strategy, Planning, and Competition

Part Two: Use Information to Drive Marketing Decisions 
CHAPTER 4: Market Research Essentials
CHAPTER 5: CRM, Big Data, and Marketing Analytics
CHAPTER 6: Understand Consumer and Business Markets
CHAPTER 7: Segmentation, Target Marketing, and Positioning

Part Three: Develop the Value Offering—The Product Experience
CHAPTER 8: Product Strategy and New Product Development
CHAPTER 9: Build the Brand
CHAPTER 10: Service as the Core Offering

Part Four: Price and Deliver the Value Offering 
CHAPTER 11: Manage Pricing Decisions
CHAPTER 12: Manage Marketing Channels, Logistics, and Supply Chain

Part Five: Communicate the Value Offering 
CHAPTER 13: Promotion Essentials: Digital and Social Media Marketing
CHAPTER 14: Promotion Essentials: Legacy Approaches and Personal Selling

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