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ISE Marketing Management

3rd Edition
126008499X · 9781260084993
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.Given the dramatic changes in the field of marketing, it is a sure … Read More
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Part One 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
Part Two Use Information to Drive Marketing Decisions
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
Part Three 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 Four Price and Deliver the Value Offering
Chapter 11 Manage Pricing Decisions
Chapter 12 Manage Marketing Channels, Logistics, and Supply Chain
Part Five Communicate the Value Offering
Chapter 13 Promotion Essentials: Digital and Social Media Marketing
Chapter 14 Promotion Essentials: Traditional Approaches


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.Given the dramatic changes in the field of marketing, it is a sure bet that the job of leading marketing manager's contributions to the organization and its customers, clients, and partners has changed at the same level.  Yet, no marketing management book on the market today fully and effectively captures and communicates to students how marketing management in really practiced in the 21st century business world.  Clearly, it is time for an updated approach to teaching and learning within the filed.  Marketing Management 3e is designed to fulfill this need.