Marketing Management ISE

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.

List of 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

About the author

Greg W. Marshall is the Charles Harwood Professor of Marketing and Strategy in the Roy E. Crummer Graduate School of Business at Rollins College in Winter Park, Florida, and is also the academic director of the Executive DBA program there. For three years he served as vice president for strategic marketing for Rollins. He earned his PhD from Oklahoma State University and holds a BSBA and an MBA from the University of Tulsa. Before joining Rollins, Greg was on the faculty at the University of South Florida, Texas Christian University, and Oklahoma State University. He currently also holds an appointment as professor of marketing and strategy at Aston Business School in Birmingham, United Kingdom. Prior to returning to school for his doctorate, Greg worked in the consumer-packaged goods and retailing industries with companies such as Warner-Lambert, Mennen, and Target. He also has considerable experience as a consultant and trainer for a variety of organizations and has been heavily involved in teaching marketing management at multiple universities to both MBA and advanced undergraduate students. Greg is editor-in-chief of the European Journal of Marketing and is former editor of the Journal of Marketing Theory and Practice and the Journal of Personal Selling & Sales Management. His published research focuses on the areas of decision- making by marketing managers, intraorganizational relationships, and sales force performance. Greg is a past member of the American Marketing Association board of directors and is past president of the AMA Academic Council. He is a distinguished fellow and past president of the Academy of Marketing Science and is a distinguished fellow, past president, and past member of the board of governors of the Society for Marketing Advances. Greg also serves as a fellow and member of the academic advisory council of the Direct Selling Education Foundation.

Product details

• Authors: Mark Johnston, Greg Marshall, Marshall Greg
• Publisher: McGraw-Hill
• Languages: English
• Product format: Paperback / Softback
• Released: 30.04.2022
• EAN: 9781260598230
• ISBN: 978-1-260-59823-0
• Dimensions: 203 mm x 269 mm x 20 mm
• Weight: 814 g
• Illustrations: Illustrationen, nicht spezifiziert
• Subjects: Social sciences, law, business > Business > Advertising, marketing; BUSINESS & ECONOMICS / Marketing / General, Sales & marketing management, Sales and marketing management