Greg Marshall and Mark Johnston have taken great effort to represent marketing management the way it is actually practiced in successful organizations today. The 3rd edition is written for today's students in an interesting and lively, yet professional, style.
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 3rd edition contains 14 chapters, perfect for most course timetables. It also 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.
PART I: DISCOVER MARKETING MANAGEMENT
Ch 1 Marketing in Today's Business Milieu
Ch 2 Marketing Foundations: Global, Ethical, Sustainable
Ch 3 Elements of Marketing Strategy, Planning, and Competition
PART II: USE INFORMATION TO DRIVE MARKETING DECISIONS
Ch 4 Market Research Essentials
Ch 5 CRM, Big Data, and Marketing Analytics
Ch 6 Understand Consumer and Business Markets
Ch 7 Segmentation, Target Marketing, and Positioning
PART III: DEVELOP THE VALUE OFFERING─THE PRODUCT EXPERIENCE
Ch 8 Product Strategy and New Product Development
Ch 9 Build the Brand
Ch10 Service as the Core Offering
PART IV: PRICE AND DELIVER THE VALUE OFFERING
Ch11 Manage Pricing Decisions
Ch12 Manage Marketing Channels, Logistics, and Supply Chain
PART V: COMMUNICATE THE VALUE OFFERING
Ch13 Promotion Essentials: Digital and Social Media Marketing
Ch14 Promotion Essentials: Traditional Approaches
作者：Greg Marshall
現職：Rollins College
作者：Mark Johnston
現職：Rollins College