TY  - BOOK
AU  - Marshall,Greg W.
AU  - Johnston,Mark W.
TI  - Marketing management
SN  - 9781260598230
AV  - HF5415.13.M36 2023 
U1  - 658.8 23
PY  - 2023///]
CY  - New York, NY
PB  - McGraw-Hill Education
KW  - Marketing
KW  - Management
N1  - Includes index
N2  - "No doubt about it, marketing is really changing. Marketing today is: Very strategic-customer-centricity is now a core organizational value. Practiced virtually, digitally, and socially to a greater degree than ever before imagined. Enabled and informed by analytics and new technologies. Accountable to top management through diligent attention to metrics and measurement. Oriented toward service as driver of product. "Owned" by everybody in the firm to one degree or another"--
ER  -