Marketing Management

The Internet and its uses and effects. Demand chain and supply chain management. Customer relationship management and partner relationship management. Alternative go-to-market channels. Brand building and brand asset management. Boxed Features This edition also has three box series: - New Feature! Marketing for the New Economy - Marketing Memos - Marketing Insights End-of-Chapter Exercises - New! Marketing Debate Each chapter now features a question asking students to take sides on an issue. - New! Online Marketing Today exercises focus on e-business and e-commerce, and send students to the company Web site to complete the assignment. - Marketing and Advertising exercises focus on real companies and include the ads; they give the student practice in analyzing the marketing objectives advertising is intended to realize. - You're the Marketer asks students to make a formal marketing plan using the hypothetical example of the Sonic PDA from chapter 4; it is linked to the Marketing Plan Pro software and the Marketing Plan Pro supplement. - Managerial Orientation. This book focuses on the major decisions marketing managers and top management face in their efforts to harmonize the organi