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Marketing Management
Hardback Edition: 4
Greg Marshall and Mark Johnston, both of Rollins College, have taken great effort to represent marketing management the way it is practiced in successful organisations today.
The content of the 4th edition reflects the major trends in the managerial practice of marketing, and the pedagogy is crafted around learning and teaching preferences in today's classroom. Newly incorporated coverage includes 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 alongside manyothers!
Additionally, 25 new key terms have been added based on the rapid changes occurring to ensurecurrency.
Pages : 482
Publisher : McGraw-Hill
Publication date : 2022-01-27
Subjects: Non-fiction, Business / Law, Marketing, Sales & Marketing Management