Connect Master Marketing 2.0 2 9781260992434 Students often struggle to connect concepts to application. Connect Master Marketing was developed as digital-first courseware using deliberate instructional alignment which provides students with focused instruction and assessments. Master takes students beyond rudimentary knowledge to mastery of foundational concepts through adaptive learning with just-in-time learning resources, paired with practical assessments.
Connect Master Marketing 2.0

Connect Master Marketing 2.0

2nd Edition
By McGraw Hill and Lauren Beitelspacher
ISBN10: 1260992438
ISBN13: 9781260992434
Copyright: 2021
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ISBN10: 1260992438 | ISBN13: 9781260992434

6 Month


The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.

Program Details

Overview of Marketing
Value Creation
Marketing Ethics
Strategic Planning
The Marketing Environment
Global Marketing
Marketing Research
Consumer Behavior
Business-to-Business Marketing
Product, Branding, and Packaging
New Product Development
Marketing Services
Supply Chain
Channel Management
Retailing & Omnichannel Marketing
Integrated Marketing Communication
Digital Marketing
Advertising & Sales Promotion
Public Relations
Personal Selling
Customer Relationship Management
Appendix: The Marketing Plan

About the Author

McGraw Hill

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

Lauren Beitelspacher

Lauren Skinner Beitelspacher (Ph.D., University of Alabama) is an Associate Professor in the Marketing Division at Babson College. Her research interests include: buyer-supplier relationships, retail management, and the retail supply chain. Her work has been published in numerous scholarly journals including: Journal of Marketing, Journal of Applied Psychology, Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Business Research, and Industrial Marketing Management. She has also presented her work at numerous conferences and won several “Best Paper in Track” awards at the American Marketing Association, Society for Marketing Advances and Academy of Marketing Science. Lauren is the co-chair of the Retail and Pricing Special Interest Group for the American Marketing Association. She is also on the Editorial Review Boards of Journal of Business Research and International Journal of Physical Distribution and Logistics Management. Lauren was named one of the Top 40 under 40 Business Professors by Poets & Quants in 2016. In 2017 Lauren received the Dean’s Excellence Award in Undergraduate Teaching at Babson College and in 2018 she received the Babson Faculty of the Year Award.