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

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Yahoo’s Way Up?

February 13, 2014

A great interview with Yahoo’s Head of the Americas, Ned Brody, appears in Ad Age this week. Over the past …

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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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