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About This Book
Marketing Management, 4th Edition
Marketing Management, 4th Edition, is a comprehensive textbook designed for students and educators in the field of marketing. Written by Greg Marshall and Mark Johnston, both of Rollins College, this book represents marketing management as it is actually practiced in successful organizations today. The 4th edition has received the exclusive endorsement of the American Marketing Association as a recommended key resource for the PCM exam.
Who Uses It?
Primarily, this book is used by students and instructors in introductory marketing courses at the college and university levels. It's also a valuable resource for anyone interested in understanding the principles of marketing, including professionals looking to refresh their knowledge or expand their understanding of marketing strategies.
History and Editions
The 4th edition of Marketing Management has been updated to address the major trends in the managerial practice of marketing. This edition includes detailed coverage of 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. Additionally, 25 new key terms have been added to ensure currency with rapid changes in the field.
Author and Other Works
Greg Marshall and Mark Johnston are the authors of Marketing Management. Greg Marshall brings his expertise in marketing to the text, ensuring that it remains current and relevant. Mark Johnston also contributes to the book, providing insights into the practical applications of marketing strategies.
Key Features
- Comprehensive Coverage: The book covers core concepts in marketing management, including detailed explanations and examples.
- Updated Research: The 4th edition includes detailed updates on major trends in the managerial practice of marketing.
- Pedagogical Approach: The pedagogy is crafted around learning and teaching preferences in today's classroom.
- Interactive Tools: The text is complemented by built-in study tools like highlights, read aloud features, and global search capabilities.
- Global Relevance: The book reflects the global nature of marketing practices, making it a valuable resource for students and professionals worldwide.
Detailed Information
ISBNs and Formats
- ISBN-13: 9781260381917
- ISBN-10: 1260381919
- Format: Paperback (Rental Edition)
- eTextbook: Available through VitalSource with built-in study tools and offline access (ISBN: Not specified)
- Other Editions:
- International Edition: ISBN 9781260598230 (Soft cover, brand new international edition)
- Rental Edition: Available through eCampus.com (ISBN: 9781260381917)
Publication Details
- Publisher: McGraw-Hill Higher Education
- Publication Date: January 25, 2022
- Number of Pages: Not specified
- Language: English
Other Editions and Formats
- International Edition: ISBN 9781260598230 (Soft cover, brand new international edition)
- Rental Edition: Available through eCampus.com (ISBN: 9781260381917)
- Digital Platforms: Not available through McGraw Hill's Connect platform (see [5] for details)
Related ISBNs:
- 9781260598230 (International Edition)
- 9781264535248 (Different ISBN for a potentially older release, not specified as 4th edition)
This detailed information section provides a quick reference for all the available formats and sources for Marketing Management, 4th Edition, making it easier to find and access the book in the preferred format.
