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020 _a9781260598230
_c[paperback],
020 _c[alk. paper].
020 _cMindmovers:
020 _c₱9,075.00
040 _bEnglish
_cFoundation University Library
082 _a658.8
_bM35 2023
100 _aMarshall, Greg W.
_eAuthor
_96869
245 _aMarketing Management /
_cby Greg Marshall and Mark Johnston
250 _aFourth Edition.
260 _aNew York, NY :
_bMcGraw Hill,
_c©2023
300 _axxiv, 407 pages, G [16 pages], I [28 - pages] :
_bcolor illustrations ;
_c28 cm.
500 _aTables.
500 _a"This International Students Edition is for use outside of the U.S." -- On Cover
500 _a"Notes [bibliography] pages 405-407.
504 _aIncludes glossary, endnotes, photo credits, and indexes.
505 _aart 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: Legacy Approaches and Personal Selling
520 _aGreg 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. The 14-chapter framework, available in both print and digital versions, is perfect for all course timetables and modalities. Marketing Management, 4e provides a fully developed array of digital interactives come to life through our integrated technology of Connect. Connect features new video cases, application-based activities, and marketing analytics exercises among several others! Marketing Management, 4e provides a fully developed array of application activities both at the end of each chapter and in McGraw-Hill's Connect, along with marketing plan project suggestions. Connect updates include new video cases featuring companies such as FedEx, Marriott International, Domino’s as well as new Application-Based Activities specific to marketing management. Keep your course current by subscribing to the Marshall/Johnston Marketing Management blog (https://marshall-johnstonmm.com), which brings current marketing management issues to your class, complete with discussion questions. --Provided by the Publisher
650 _aMarketing
_xManagement.
_96090
650 _aMarketing.
_96062
700 _aJohnston, Mark W.
_96870
942 _2ddc
_cBK
_n0
999 _c3251
_d3251