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  • Marketing Management 3E_McGrawHill
Marketing Management 3E_McGrawHill 이미지
교재명 Marketing Management 3E_McGrawHill
관련과목 2019 PCM Marketing Management Package + McGrawHill + 시험3회 응시권
2019 PCM Marketing Management All Lecture + McGrawHill
2019 PCM Marketing Management Package + McGrawHill
출판사/저자 McGrawHill /Greg W.Marshall / Mark W.Johnston
출판년도 2019년
페이지수 420페이지
정가 38,000원
회원가 38,000원무료배송
적립금 380원
주문상태 주문가능 소득공제

안내

AMA PCM Marketing Management 과정 정규도서입니다.

도서소개

Key Features

1. Management Decision Cases

At the end of each chapter is a case drawn from the business headlines.

 

2. Marketing Plan Exersises

Each chapter connects that chapter`s key content to a semester-long marketing plan project activity.

Marshall / Jonston`s Marketing Management 3e is the only marketing management bpook to effectively thread a marketing planning focus throughout the textbook itself.

 

3. Glossary of Terms

A complete glossary of key terms and definitions is provided at th end of the book.

 

4. Learing Objectives

These set the stage at the beginning of the chapter for what students will achive by reading and studying the chapter.

 

5. Summary

At the end of each chapter, a summary reminds students of the highlighted topics.

 

6. Key Terms

Terms are bolded throughout the chapter and connected with definitions in the Glossary.

 

7.Application Questions

These engaging questions at the end of each chapter are designed to direct students` thinking about the topics ti the next level of application.

목차

Chapter 1. Marketing in Today`s Business Milieu

 

Chapter 2. Marketing Foundations : Global, Ethicsal, 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. Understanding Consumer and Business Markets

 

Chapter 7. Segmentation, Target Marketing, and Positioning

 

Chapter 8. Product Strategy and New Product Development

 

Chapter 9. Build the Brand

 

Chapter 10. Service as the Core Offering

 

Chapter 11. Manage Pricing Decisions

 

Chapter 12. Manage Marketing Channels, Logistics, and Supply Chain

 

Chapter 13. Promotion Essential : Digital and Social Media Marketing

 

Chapter 14. Promotion Essential : Legacy Approach

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