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Marketing Management https://www.mheducation.com/cover-images/Jpeg_400-high/1259637158.jpeg 3 2019 9781259637155 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 3rd 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 3rd 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. The 14 chapter framework, available in both print and digital versions, is perfect for all course timetables and modalities. Marketing Management, 3e, also provides a fully-developed array of application activities both at the end o each chapter and in McGraw-Hill's CONNECT, along with marketing plan project suggestions.
09781259637155
Marketing Management

Marketing Management, 3rd Edition

ISBN10: 1259637158 | ISBN13: 9781259637155
By Greg Marshall, Mark Johnston
3rd Edition | © 2019
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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 3rd 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 3rd 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. The 14 chapter framework, available in both print and digital versions, is perfect for all course timetables and modalities. Marketing Management, 3e, also provides a fully-developed array of application activities both at the end o each chapter and in McGraw-Hill's CONNECT, along with marketing plan project suggestions.

Part One Discover Marketing Management 
Chapter 1 Marketing in Today's 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: Traditional Approaches

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About the Author

Greg Marshall

Charles Harwood Professor of Marketing and Strategy in the Crummer Graduate School of Business at Rollins College, Winter Park, Florida. He earned his Ph.D. in marketing from Oklahoma State University. Greg’s industry experience includes 13 years in selling and sales management, product management, and retailing with companies such as Warner Lambert, Mennen, and Target Stores. When he left Warner Lambert in 1986 to enter academe, he was the manager of the top-performing sales district in the United States. In addition, he has served as a consultant and trainer for a variety of organizations in both the private and public sectors, primarily in the areas of marketing planning, strategy development, and service quality.

Mark Johnston

Mark W. Johnston is the Alan and Sandra Gerry Professor of Marketing and Ethics in the Roy E. Crummer Graduate School of Business at Rollins College in Winter Park, Florida. He earned his Ph.D. in Marketing in 1986 from Texas A&M University. Prior to receiving his doctorate, he worked in industry as a sales representative for a leading distributor of photographic equipment. His research has been published in a number of professional journals including Journal of Marketing Research, Journal of Applied Psychology, Journal of Business Ethics, Journal of Marketing Education, Journal of Personal Selling & Sales Management and many others. Mark is also an active member in the American Marketing Association and Academy of Marketing Science. Mark has been retained as a consultant for firms in a number of industries including personal health care, chemical, transportation, hospitality, and telecommunications. He has consulted on a wide range of issues involving strategic business development, sales force structure and performance, international market opportunities, and ethical decision-making. Mark also works with MBA students on consulting projects around the world for companies such as Tupperware, Disney, and Johnson & Johnson. He has conducted seminars globally on a range of topics including the strategic role of selling in the organization, developing an ethical framework for decision-making, improving business unit performance, and structuring an effective international marketing department. Mark continues to provide specialized seminars to top managers on strategic marketing issues. For more than two decades Mark has taught Marketing Management working with thousands of students. His hands-on, real world approach to marketing management has earned him a number of teaching awards.

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