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MARKETING MANAGEMENT 4ED

Greg W. Marshall y Mark W. Johnston

Editorial: McGraw-Hill Higher Education

Edition: 4

publication date: 2023

ISBN: 9781260598230

ISBN ebook: 9781264364039

pages: 477

Language: Inglés

Preface
Part One. Discover Marketing Management
Chapter 1. Marketing in Todays Business Milieu
Chapter 2. Marketing Foundations: Global, Ethical, Sustainable
Chapter 3. Elements of Marketing Strategy, Planning, and Competition
Part Two. Use Information to Drive Marketing Decisions
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
Part Three. Develop the Value Offering-The Product Experience
Chapter 8. Product Strategy and New Product Development
Chapter 9. Build the Brand
Chapter 10. Service as the Core Offering
Part Four. Price and Deliver the Value Offering
Chapter 11. Manage Pricing Decisions
Chapter 12. Manage Marketing Channels, Logistics, and Supply Chain
Part Five. Communicate the Value Offering
Chapter 13. Promotion Essentials: Digital and Social Media Marketing
Chapter 14. Promotion Essentials: Legacy Approaches and Personal Selling
Glossary

*The digital edition does not include access codes to additional material or programs mentioned in the book.

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.

Greg W. Marshall
Rollins College

Mark W. Johnston
Rollins College

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