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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.

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Searchin, Searchin (For So Long)

February 1, 2019

Today, search is a constant part of consumers’ journey, regardless of what stage of the funnel they are in. Thanks to …

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Shopping Insights on the Consumer Journey

November 17, 2018

The upcoming holiday shopping season is projected to exceed $1 Trillion for the first time ever. Although its share is …

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Thoughts from Google Marketing Live Keynote

September 10, 2018

In July Google held a conference and livestream where it announced upcoming innovations in all things Googley. Speakers across various …

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How Instant Gratification is Reshaping Marketing Strategies

May 3, 2018

The world market is constantly evolving due to changes in consumer behavior. One behavior that perhaps may be the most …

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Google’s Launch of YouTube Kids has Important Implications for Advertisers and the YouTube Brand

February 23, 2015

Google is launching its YouTube Kids Android app on Monday, February 23rd. The easy-to-navigate app will show only approved content. While this may present good opportunities for advertisers to reach children, companies will have to comply with the Children’s Online Privacy Protection Act.

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Utilizing the Second Screen

March 25, 2014

(GeekWire, 2013) There exists today no shortage of marketing initiatives crafted to exploit new technology. Where can consumers be reached and how …

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The Marketing Value of WhatsApp for Facebook

February 20, 2014

$19 Billion. It is not a bad day to be a stakeholder in the mobile messaging company started by Jan …

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Marketing Trends in the New Year

January 22, 2014

A new year always brings a level of excitement to our business and our teaching. We have incoming MBA candidates …

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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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