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Author:   Greg Marshall ,  Mark Johnston
Publisher:   McGraw-Hill Education
Imprint:   McGraw-Hill Education
Edition:   4th edition
Dimensions:   Width: 20.30cm , Height: 2.00cm , Length: 26.90cm
Weight:   0.814kg
ISBN:  

9781260598230

ISBN 10:   1260598233
Pages:   482
Publication Date:   07 April 2022
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   In stock  
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Table of Contents

Chapter 1: Marketing in Today’s Business Milieu Chapter 2: Marketing Foundations: Global, Ethical,Sustainable Chapter 3: Elements of Marketing Strategy, Planning, andCompetition Chapter 4: Market Research Essentials Chapter 5: CRM, Big Data, and Marketing Analytics Chapter 6: Understand Consumer and Business Markets Chapter 7: Segmentation, Target Marketing, and Positioning Chapter 8: Product Strategy and New Product Development Chapter 9: Build the Brand Chapter 10: Service as the Core Offering Chapter 11: Manage Pricing Decisions Chapter 12: Manage Marketing Channels, Logistics, and SupplyChain Chapter 13: Promotion Essentials: Digital and Social MediaMarketing Chapter 14: Promotion Essentials: Legacy Approaches andPersonal Selling

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Author Information

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, and is also the academic director of the Executive DBA program there. For three 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. He currently also holds an appointment as professor of marketing and strategy 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 past 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 the Alan and Sandra Gerry Professor of Marketing and Ethics 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 MB 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 decision- making. Mark also works with MBA students on consulting projects around the world for companies such as Tupperware, 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.

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