Marketing management / Dr. Baniline Jone V. Abantao.
Material type:
TextPublisher: Manila, Philippines : Rex Book Store, Inc., c2024Edition: First editionDescription: viii, 285 pages : illustrations (black and white) ; 26 cmContent type: text Media type: unmediated Carrier type: volume ISBN: 9786210450378 [newsprint]Subject(s): Marketing -- Management | Consumer behavior | Market environment| Item type | Current location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
Filipiniana
|
College Library Filipiniana | 658.8 Ab17 2024 (Browse shelf) | Available | 3UCBL000028783 |
Includes bibliographical references and index.
Chapter 1: Introduction to marketing management -- Lesson 1: Nature of marketing -- Lesson 2: The marketing process -- Lesson 3: Marketing process -- Lesson 4: Market research -- Chapter 2: Consumer buying behavior -- Lesson 5: The basics of consumer buying behavior -- Lesson 6: Business buying decision process -- Lesson 7: Segmentation, targeting, and positioning -- Lesson 8: Product development and management strategies -- Chapter 3: Branding and brand strategy -- Lesson 9: Brand and branding -- Lesson 10: Pricing -- Lesson 11: Distribution management -- Lesson 12: Promotion management -- Chapter 4: Advertising and public relations -- Lesson 13: Advertising and public relations -- Lesson 14: Customer relationship management (CRM) -- Lesson 15: The global market -- Chapter 16: Sustainable marketing: social responsibility and ethics.
"This Marketing Management textbook encapsulates the learning journey of the learner through a variety of activities that would effectively lead him/her in a journey of learning the true nature of marketing. Topics discussed within the textbook are simple, concise, and organized. It lends itself to a seamless transition from the traditional book-based learning to real-life industrial application.
The lessons are staged using real-world and industry-specific contexts and themes relevant and appropriate to learners' level of development and needs.
To ensure holistic development of learners, values formation and social and emotional learning are infused in the lesson wherever appropriate. In addition, lessons are developed using instructional methods, which are learner-centered and perceived to be the most appropriate way to learn a specific content. Sufficient provisions for skill acquisition, mastery, and transfer are provided in the lessons. Suggested instructional scaffolds and interventions, enrichment, and remediation are included in the material.
Additional content to support and reinforce knowledge and skills acquisitions are delivered through various digital resources accessible through QR codes, which are placed in hotspots and Rex learning platforms." --Preface
Adult
Purchased Lopez, Edilyn College of Tourism Management Business / Management
Text in English
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