• 9781260598230_1_5

Marketing Management 4e Marshall 9781260598230

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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.

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