University of Cebu-Banilad Library catalog › Details for: Marketing management /

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

By: Marshall, Greg W [author. ]Contributor(s): Johnston, Mark W [author. ]Material type: Text

TextPublisher: New York, NY : McGraw-Hill, c2023Edition: Fourth editionDescription: xxiv, G-16, I-28, 407 pages : illustrations (black and white) ; 29 cmContent type: text Media type: unmediated Carrier type: volume ISBN: 9781260598230 [paperback]Subject(s): Marketing -- Management | MarketingDDC classification:

Contents:

Chapter 1 Marketing in today's business milieu -- Chapter 2 Marketing foundations: global, ethical, sustainable -- Chapter 3 Elements of marketing strategy, planning, and competition -- 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 -- Chapter 8 Product strategy and new product development --- Chapter 11 Manage pricing decisions -- Chapter 12 Manage marketing channels, logistics, and supply chain -- Chapter 13 Promotion essentials: legacy approaches and personal selling.

Summary: "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."--Provided by the Publisher

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Item type	Current location	Call number	Copy number	Status	Barcode
Reference (MAIN)	College Library	658.8 M35 2023 (Browse shelf)	c.2	Available	3UCBL000027388
Reference (MAIN)	College Library	658.8 M35 2023 (Browse shelf)	c.3	Available	3UCBL000027389
Reference (MAIN)	College Library	658.8 M35 2023 (Browse shelf)	c.1	Available	3UCBL000027387

Includes glossary and index.

"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."--Provided by the Publisher

Adult

Donation Biore, Christopher College of Business and Accountancy BSBA-Marketing Management

Text in English

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