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ISBN10: 1260992438 | ISBN13: 9781260992434

Connect Master Marketing

By McGraw Hill and Lauren Beitelspacher
ISBN10: 1260992438
ISBN13: 9781260992434

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* 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.

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Product Information

Connect Master: Marketing utilizes consumable digital content and practical learning activities to teach essential marketing concepts. By focusing on real-world examples, industry trends like Responsible Marketing and Sustainability, and career readiness, students gain the skills and knowledge needed to succeed as future marketers in today's dynamic business environment. Customizable content built with deliberate instructional alignment 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.

• Overview of Marketing

• Value Creation

• Sustainable and Ethical

• Marketing

• Strategic Planning

• The Marketing Environment

• Global Marketing

• Marketing Research

• Consumer Behavior

• B2B Marketing

• Segmentation

• Targeting

• Positioning

• Products, Branding, and Packaging

• New Product Development

• Marketing Services

• Pricing

• Supply Chain and Channel Management

• Retailing and Omnichannel Marketing

• Integrated Marketing Communications

• Digital Marketing

• Advertising Sales and Promotion

• Public Relations

• Personal Selling

• Customer Relationship Management

About the Author

Lauren Beitelspacher

Lauren Skinner Beitelspacher (PhD, University of Alabama) is the Ken and Nancy Major Romanzi Term Chair and 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 also has 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 on the editorial review boards of Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Marketing Education, and Journal of Business Research. 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, in 2018 she received the Babson Faculty of the Year Award, and in 2019 earned the Dean’s Award for Research Excellence.

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