Connect Master Marketing, 2nd Edition

ISBN10: 1260992438 | ISBN13: 9781260992434

By McGraw Hill and Lauren Beitelspacher

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Connect
from $116.29

Connect

from $116.29

Note: Connect can only be used if assigned by your instructor.

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McGraw Hill Connect

ISBN10: 1260992438 | ISBN13: 9781260992434

Details

Digital access to a comprehensive online learning platform
Includes homework, study tools, eBook, and adaptive assignments
Download the free ReadAnywhere app to access the eBook offline

* 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.

Instructor Details

Overview

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.

Table of Contents

Overview of Marketing
Value Creation
Marketing Ethics
Strategic Planning
The Marketing Environment
Global Marketing
Marketing Research
Consumer Behavior
Business-to-Business Marketing
Segmentation
Targeting
Positioning
Product, Branding, and Packaging
New Product Development
Marketing Services
Pricing
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

Author Bios

About the Author

Lauren Beitelspacher

Lauren Skinner Beitelspacher (Ph.D., University of Alabama) is a Professor and Division Chair in the Marketing Division at Babson College. Her research interests include: sustainable retailing, sustainable consumption, buyer-supplier relationships, 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 is on the Editorial Review Board for Journal of Retailing, Journal of the Academy of Marketing Science, and Journal of Marketing Education. She is also an Associate Editor for the Journal of Business Research.

Lauren was voted “Professor of the Year” by the Class of 2018. In 2017, Lauren earned the Dean’s Award for Excellence in Undergraduate teaching. In 2016, Lauren was named “Poets & Quants 40 under 40.” Lauren was named "Top 40 under 40" in 2011 by the Birmingham Business Journal. She was also awarded "Marketer of the Year" in 2011 by Birmingham Chapter of the American Marketing Association. Lauren was awarded "Outstanding Marketing Graduate Student" and the "Award for Excellence in Research by a Doctoral Student" at the University of Alabama.

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