ISE Marketing Management

by Greg W. Marshall, Mark W. Johnston

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 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 (), which brings current marketing management issues to your class, complete with discussion questions.

Genres: Business, Nonfiction, Textbooks

482 pages, Paperback

First published January 9, 2009

Reviews

[♡ Dakota ♡ (Sarcasm is my middle name) · Rating 4 out of 5]

Since I have to read this thick book for school I’m going to count it towards my reading challenge. I guess I’ll rate it four stars? The information is pretty useful. I’m also reading the fourth edition of this book which I don’t believe exists on here??

[Holland · Rating 1 out of 5]

I had to read this bitch cover to cover I am absolutely counting it. Hats off to Greg this is the most convoluted meandering bullshit I’ve ever had the pleasure of reading!

[Erna · Rating 5 out of 5]

Clear and comprehensive. Really useful.

[Samantha · Rating 3 out of 5]

Another MBA book, probably my least favourite subject. There were some very interesting points raised but feel detail was too deep in some areas and then too light in others.

[Joshua · Rating 4 out of 5]

Only had to read the first 400 pages but solid information.

[Maria H · Rating 3 out of 5]

Wow! I love school!🙂‍↔️I hate textbooks but this guy did get me an A so not too bad.

[Berkley P · Rating 1 out of 5]

I had to read this cover to cover so I’m counting it

[Ghost Reader · Rating 2 out of 5]

4/10
-Delusions of grandeur regarding role of marketing in business
-Organized well, easy to read, touches on a lot of basic business principles, just not exciting or profound
-Requires textbook for MBA

[Dj Cantos]

I want to read this book.