TY  - BOOK
AU  - Marshall,Greg W.
AU  - Johnston,Mark W.
TI  - Marketing management
SN  - 9781260598230 [paperback]
PY  - 2023///
CY  - New York, NY
PB  - McGraw-Hill
KW  - Marketing
KW  - Management
N1  - Includes glossary and index.; 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.; Adult
N2  - "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
ER  -