MARKETING MANAGEMENT (ISE)

Written for today's students in an interesting, lively, professional tone, Marketing Management has received the exclusive endorsement of the American Marketing Association as the recommended key resources for the PCM exam. The content reflects the major trends in the managerial practice of marketing, and the pedagogy is crafted around learning and teaching preferences in today's classroom. Marketing Management provides a fully developed array of digital resources through the integrated technology of McGraw Hill's Connect. Connect features new video cases, Application-Based Activities, and marketing analytics exercises among several others! Keep your course current by subscribing to the Marshall/Johnston blog (https://marshall-johnstonmm.com), which brings current marketing issues to your class, complete with discussion questions.

• Part One: Discover Marketing Management
  • 1.  Marketing in Today’s Business Milieu
  • 2.  Marketing Foundations: Global, Ethical, Sustainable
  • 3.  Elements of Marketing Strategy, Planning, and Competition
• Part Two: Use Information to Drive Marketing Decisions
  • 4.  Market Research Essentials
  • 5.  Marketing's Analytical Side
  • 6.  Understand Consumer and Business Markets
  • 7.  Segmentation, Target Marketing, and Positioning
• Part Three: Develop the Value Offering —The Product Experience
  • 8.  Product Strategy and New Product Development
  • 9.  Build the Brand
  • 10. Service as the Core Offering
• Part Four: Price and Deliver the Value Offering
  • 11. Manage Pricing Decisions
  • 12. Manage Marketing Channels, Logistics, and Supply Chain
  • Part Five: Communicate the Value Offering
  • 13. Promotion Essentials: Digital and Social Media Marketing
  • 14. Promotion Essentials: Legacy Approaches and Personal Selling