Publisher : McGraw Hill; 4th edition (7 April 2022)
Language : English
Paperback : 480 pages
ISBN-10 : 1260598233
ISBN-13 : 9781260598230
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.