Summary
Greg Marshall andMark Johnston, both of Rollins College, have taken great effort to representmarketing management the way it is practiced in successful organisations today.
The content of the4th edition reflects the major trends in the managerial practice of marketing,and the pedagogy is crafted around learning and teaching preferences in today'sclassroom. Newly incorporated coverage includes the impact of the COVID-19 pandemicon supply chain and crisis management, global privacy practices among Big Tech,Robocalls with the new "TRACED Act," influencer marketing, consumer marketingattention to diversity, equity and inclusion, gender-based segmentation,disruptive innovation and enhanced content focused on Gen Z alongside manyothers!
Additionally, 25new key terms have been added based on the rapid changes occurring to ensurecurrency.
The 14-chapterframework, available in both print and digital versions, is perfect for allcourse timetables and modalities.
MarketingManagement , 4e provides a fully developed array of digital interactives come tolife through our integrated technology of Connect. Connect features new videocases, application-based activities, and marketing analytics exercises amongseveral others!
