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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: marketing strategy

Ikea Shifts Its Marketing Strategy

September 16, 2018

If you’ve ever been in an Ikea, you know it can feel more like a museum than a department store. …

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“Mass Disruption”: What P&G and MasterCard Have to Say About Current Marketing Trends

June 26, 2018

The face of marketing is rapidly evolving. This is no secret. Companies of all industries and sizes from social media, …

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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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What Can Marketers Learn from Heineken’s “Lighter is Better” Mishap?

March 31, 2018

Let’s face it. With millions of eyes glued to phones and tablets 24 hours a day and 7 days a …

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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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