Marketing Management

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.

Table of Contents

Part 1: 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

Appendix

Part 2: Use Information to Drive Marketing Decisions

Chapter 4: Market Research Essentials

Chapter 5: Marketing’s Analytical Side

Chapter 6: Understand Consumer and Business Markets

Chapter 7: Segmentation, Target Marketing, and Positioning

Part 3: 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 4: Price and Deliver the Value Offering

Chapter 11: Manage Pricing Decisions

Chapter 12: Manage Marketing Channels, Logistics, and Supply Chain

Part 5: Communicate the Value Offering

Chapter 13: Promotion Essentials: Digital and Social Media Marketing

Chapter 14: Promotion Essentials: Legacy Approaches and Personal Selling

About the Author

Greg W. Marshall is the Charles Harwood Professor of Marketing and Strategy in the Roy E. Crummer Graduate School of Business at Rollins College in Winter Park, Florida. For several years he served as vice president for strategic marketing for Rollins. He earned his PhD from Oklahoma State University and holds a BSBA and an MBA from the University of Tulsa. Before joining Rollins, Greg was on the faculty at the University of South Florida, Texas Christian University, and Oklahoma State University. In addition, he is an Honorary Professor of Marketing at Aston Business School in Birmingham, United Kingdom. Prior to returning to school for his doctorate, Greg worked in the consumer packaged goods and retailing industries with companies such as Warner-Lambert, Mennen, and Target. He also has considerable experience as a consultant and trainer for a variety of organizations and has been heavily involved in teaching marketing management at multiple universities to both MBA and advanced undergraduate students. Greg is editor-in-chief of the European Journal of Marketing and is former editor of the Journal of Marketing Theory and Practice and the Journal of Personal Selling & Sales Management. His published research focuses on the areas of decision-making by marketing managers, intraorganizational relationships, and sales force performance. Greg is a past member of the American Marketing Association board of directors and is past president of the AMA Academic Council. He is a distinguished fellow and past president of the Academy of Marketing Science and is a distinguished fellow, past president, and member of the board of governors of the Society for Marketing Advances. Greg also serves as a fellow and member of the academic advisory council of the Direct Selling Education Foundation.

Mark W. Johnston is Professor Emeritus of Marketing in the Roy E. Crummer Graduate School of Business at Rollins College in Winter Park, Florida. He earned his PhD from Texas A&M University and holds a BBA and an MBA from Western Illinois University. Before joining Rollins, Mark was on the faculty at Louisiana State University. Prior to his academic career, he worked in industry as a sales representative for a leading distributor of photographic equipment. His research has been published in a number of professional journals including the Journal of Marketing Research, Journal of Applied Psychology, Journal of Business Ethics, Journal of Marketing Education, Journal of Personal Selling & Sales Management, and many others. Mark has been retained as a consultant for firms in a number of industries including personal health care, chemical, transportation, hospitality, and telecommunications. He has consulted on a wide range of issues involving strategic business development, sales force structure and performance, international market opportunities, and ethical decisionmaking. Mark also works with MBA students on consulting projects around the world for companies such as Disney and Johnson & Johnson. He has conducted seminars globally on a range of topics, including the strategic role of selling in the organization, developing an ethical framework for decision-making, improving business unit performance, and structuring an effective international marketing department. For more than two decades Mark has taught marketing management, working with thousands of students. His hands-on, real-world approach has earned him a number of teaching awards.