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Originally designed for college and graduate-level marketing students, Marketing Management: Text awl Cases is also an easy to resource for business owners. managers. and entrepreneurs who want to mamma Abe, m thee marketing departments This volume integrates understandable concepts and techniques with demonstrative tables, graphs. and case studies. Three leading experts in marketing management teach you how to market any business efficiently and effectively. Marketing Management. Text and Cases covers essential managerial elements of marketing, including • an overview of marketing in the new millennium, including basic definitions, global marketing, and electronic marketing • customer analysis—segmentation market grids, and market estimations • competitive analysis - types of competition, gathering intelligence, and marketing audits • Mama analysis—assessing revenue, cost. profitability. and risk lor marketing decisions • marketing planning both strategic planning and operational perspectives • evaluation and control of marketing activities. including sales, cost, and profit