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Full Description
Greg Marshall and Mark Johnston, both of Rollins College, have taken great effort to represent marketing management the way it is actually practiced in successful organizations today. The 4th edition, written for today's students in an interesting, lively, professional tone, has received the exclusive endorsement of the American Marketing Association as the recommended key resources for the PCM exam. The content of the 4th edition reflects the major trends in the managerial practice of marketing, and the pedagogy is crafted around learning and teaching preferences in today's classroom. Newly incorporated coverage includes the impact of the COVID-19 pandemic on supply chain and crisis management, global privacy practices among Big Tech, Robocalls with the new "TRACED Act," influencer marketing, consumer marketing attention to diversity, equity and inclusion, gender-based segmentation, disruptive innovation and enhanced content focused on Gen Z alongside many others! Additionally, 25 new key terms have been added based on the rapid changes occurring to ensure currency.
The 14-chapter framework, available in both print and digital versions, is perfect for all course timetables and modalities. Marketing Management, 4e provides a fully developed array of digital interactives come to life through our integrated technology of Connect. Connect features new video cases, application-based activities, and marketing analytics exercises among several others!
Marketing Management, 4e provides a fully developed array of application activities both at the end of each chapter and in McGraw-Hill's Connect, along with marketing plan project suggestions. Connect updates include new video cases featuring companies such as FedEx, Marriott International, Domino's as well as new Application-Based Activities specific to marketing management. Keep your course current by subscribing to the Marshall/Johnston Marketing Management blog (https://marshall-johnstonmm.com), which brings current marketing management issues to your class, complete with discussion questions.
Contents
Chapter 1: Marketing in Today's Business Milieu
Chapter 2: Marketing Foundations: Global, Ethical,Sustainable
Chapter 3: Elements of Marketing Strategy, Planning, andCompetition
Chapter 4: Market Research Essentials
Chapter 5: CRM, Big Data, and Marketing Analytics
Chapter 6: Understand Consumer and Business Markets
Chapter 7: Segmentation, Target Marketing, and Positioning
Chapter 8: Product Strategy and New Product Development
Chapter 9: Build the Brand
Chapter 10: Service as the Core Offering
Chapter 11: Manage Pricing Decisions
Chapter 12: Manage Marketing Channels, Logistics, and SupplyChain
Chapter 13: Promotion Essentials: Digital and Social MediaMarketing
Chapter 14: Promotion Essentials: Legacy Approaches andPersonal Selling
