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Marketing Management


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Table of Contents

Chapter 1 - Tools and Responsibilities Chapter 2 - The Business Objective Chapter 3 - The Marketing Objective: Customer Focus Chapter 4 - Source of Volume: Competitive Focus Chapter 5 - Segmentation Chapter 6 - Targeting Chapter 7 - Positioning Chapter 8 - Product Chapter 9 - Service as Product Chapter 10 - Marketing Communications Chapter 11 - Pricing Chapter 12 - Channels Chapter 13 - Integrated Market Research Chapter 14 - Marketing Metrics

About the Author

Christie Nordhielm is an Associates Professor of Marketing at the University of Michigan Business School, where she oversees the core marketing Program and serves as the Director for the Marketing Center of Excellence for Executive Education. Prior to joining to faculty of the University of Michigan, Nordhielm was an Assistant Professor at the Kellogg School of Management at Northwestern University. She was also a Lecturer in Marketing at the University Of Chicago Graduate School Of Business, where she earned her PhD in Marketing and Behavioral Science in 1998.

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