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Marketing Management the way it is actually practiced in today’s successful organizations.

Marketing Management the way it is actually practiced in today’s successful organizations.

Tag Archives: Brand

Global Branding: Guinness Plans to Open First U.S. Brewery Since 1954

July 9, 2018

There are not many beers that are quite as iconic as a Guinness. The Irish stout, which any beer aficionado …

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What’s in a Name: Should Heinz Change the Name of “Salad Cream”?

June 13, 2018

According to an article by Time, Kraft Heinz has recently announced that it will be changing the name of a …

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Emotional Connection: What Merch Can Mean for Marketing

June 4, 2018

Creating a connection with your consumers is not only a necessary practice in PR and customer service, but also is …

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Girl Scouts and Boy Scouts Attempt Rebranding with Launch of New Ad Campaigns

May 17, 2018

  Just last fall, BSA made the announcement that they would now accept girls into their organization. While some met …

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Marketing Management 2e

Articles Filed by Textbook Chapters

  • Chapter 1 – Marketing in Today’s Business Milieu
  • Chapter 2 – Elements of Marketing Strategy; Planning; and Competition
  • Chapter 3 – Manage Marketing Information
  • Chapter 4 – Understand Business-to-Consumer Markets
  • Chapter 5 – Understand Business-to-Business Markets
  • Chapter 6 – Segmentation; Target Marketing; Positioning; and CRM
  • Chapter 7 – Product Strategy and New Product Development
  • Chapter 8 – Build the Brand
  • Chapter 9 – Service as the Core Offering
  • Chapter 10 – Manage Pricing Decisions
  • Chapter 11 – Manage Marketing Channels and Points of Customer Interface
  • Chapter 12 – Promotional Strategy and New Media
  • Chapter 13 – Advertising; Sales Promotion; and Public Relations
  • Chapter 14 – Personal Selling and Direct Marketing
  • Chapter 15 – Understand the Global Marketplace: Marketing Without Borders
  • Chapter 16 – The Marketing Dashboard: Metrics for Measuring Marketing Performance

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