New! SmartBook™—Fueled by LearnSmart—SmartBook is the first and only adaptive reading experience available today. Distinguishing what a student knows from what they don't and honing in on concepts they are most likely to forget, SmartBook personalizes content for each student in a continuously-adapting reading experience. Reading is no longer a passive and linear experience but an engaging and dynamic one in which students are more likely to master and retain important concepts and come to class better prepared. Valuable reports provide instructors insight as to how students are progressing through textbook content, useful for shaping in-class time or assessment. As a result of the adaptive reading experience found in SmartBook, students are more likely to retain knowledge, stay in class and get better grades.

Marketing Management 2e consists of six major parts, reflective of the logical sequence of building blocks for the course:

• Part One – Helps students gain an understanding of the dynamics of the field and the importance of studying marketing to future success as a manager
• Part Two – Focuses on effective management of information to better understand customers, both in the consumer and business marketplaces
• Part Three – Presents a coherent and comprehensive drill-down into today's world of product strategy, branding, and new-product development.
• Part Four – Includes pricing decision making followed by an integrative approach to the multitude of modes at a manager's disposal today
• Part Five – Encompasses communication and the rise of social media, including the array of new-age and traditional marketing communication vehicles available to managers
• Part Six – Presents the global marketplace issues and focuses on comprehensive approaches to selecting and executing marketing metrics for decision making

Connect^® Marketing is an online assignment and assessment solution that connects students with the tools and resources they'll need to achieve success. McGraw-Hill Connect Marketing helps prepare students for their future by enabling faster learning, more efficient studying, and higher retention of knowledge. Connect Marketing offers you and your students powerful tools and features that optimize your time and energies, enabling you to focus on course content, teaching, and student learning. Connect Marketing also offers a wealth of content resources for both instructors and students. This state-of-the-art, thoroughly-tested system supports you in preparing students for the world that awaits. For more information about Connect, go to www.mcgrawhillconnect.com, or contact your local McGraw-Hill sales representative for access to an instructor account. Features of Connect include:

• Interactive Assignments Each chapter offers a variety of interactive assignments that will require students to apply what they have learned in a real-world scenario. These interactive assignments will help students assess their understanding of the concepts.


• Video Cases Video cases help students understand concepts and see how real companies and professionals implement marketing principles in the workplace. The video cases highlight companies from a broad range of industries, sizes, and geographic locations, giving students a perspective of marketing from a variety of businesses.


• New! LearnSmart ensures your students are learning faster, studying more efficiently, and retaining more knowledge. It pinpoints concepts the student does not understand and maps out a personalized study plan for success. Based on students' self-diagnoses of their proficiency, LearnSmart intelligently provides students with a series of adaptive questions. This provides students with personalized one-on-one tutor experiences.


• New! SmartBook Fueled by LearnSmart, SmartBook is the first and only adaptive reading experience available today. SmartBook personalizes content for each student in a continuously-adapting reading experience. Reading is no longer a passive and linear experience but an engaging and dynamic one in which students are more likely to master and retain important concepts and come to class better prepared

Connect Plus Marketing – A seamless integration of a media rich eBook and Connect Marketing. Connect Plus Marketing provides all of the Connect Marketing features plus the following:

• An integrated eBook, allowing for anytime, anywhere access to the book materials.
• Dynamic links between the problems or questions you assign to your students and the location in the eBook where that problem or question is covered
• A powerful search function to pinpoint and connect key concepts in a snap.

Ethical Dimension: Reflective of the centrality of ethical practices to Marketing Management, each chapter includes a real world example of business ethics related to chapter material. These lively boxed features highlight how ethical issues permeate every marketing decision.

Pop-out Examples: Each chapter contains numerous pop-out examples so that students can immediately connect chapter content to real-world application.

Management Decision Case: At the end of each chapter is a case drawn from the business headlines. Students are engaged by the currency of the problem and asked to develop solutions using chapter material. The cases are just the right size for today's classroom use – not too short but not too long!

Marketing Plan Exercise: Each chapter connects its key content to a semester-long marketing plan project activity, augmented by Marketing Plan Pro software. Marshall/Johnston Marketing Management 2e is the only marketing management book to thread a marketing planning focus throughout the textbook itself. Whether or not a semester marketing plan project is used by the instructor, the marketing plan exercise feature does a great job of tying together important planning concepts for students.

Glossary of Terms: A complete glossary of key terms and definitions is provided at the end of the book. The glossary serves as an important reference as well as a handy study aid for students preparing for exams.

Other Features in Each Chapter:

• Learning objectives – Set the stage for what students will achieve by reading and studying the chapter.
• Summary – At the end of each chapter, the summary reminds students once again of the highlighted topics.
• Key terms – Bolded throughout the chapter and connected with definitions in the Glossary.

Application questions – These engaging questions at the end of each chapter are designed to take students' thinking about the topics to the next level. Throughout the book all of these questions have been specially designed to simulate managerial decision making.

CREATE, our Custom Textbook Option: Craft your teaching resources to match the way you teach! With McGraw-Hill Create, www.mcgrawhillcreate.com, you can easily and quickly rearrange chapters, combine material from other content sources, and upload content you have written, like your course syllabus or teaching notes. Find the content you need in Create by searching through thousands of leading McGraw-Hill textbooks. Arrange your book to fit your teaching style. Create even allows you to personalize your book's appearance by selecting the cover and adding your name, school, and course information. Order a Create book and you'll receive a complimentary print review copy in 3–5 business days or a complimentary electronic review copy (eComp) via email in about one hour. Go to www.mcgrawhillcreate.com today and register. Experience how McGraw-Hill Create empowers you to teach your students your way.

Tegrity Campus is a service that makes class time available all the time by automatically capturing every lecture in a searchable format for students to review when they study and complete assignments. With a simple one-click start and stop process, you capture all computer screens and corresponding audio. Students can replay any part of any class with easy-to-use browser-based viewing on a PC or Mac. Tegrity Campus is available stand-alone or within Connect.

Blackboard^® Partnership McGraw-Hill and Blackboard have teamed up to simplify your life. Now you and your students can access Connect and Create right from within your Blackboard course – all with one single sign-on. The grade books are seamless, so when a student completes an integrated Connect assignment, the grade for that assignment automatically (and instantly) feeds your Blackboard grade center. Learn more at www.domorenow.com.

MHCampus^TM: McGraw-Hill Campus™ is a new one-stop teaching and learning experience available to users of any learning management system. This institutional service allows faculty and students to enjoy single sign-on (SSO) access to all McGraw-Hill Higher Education materials, including the award winning McGraw-Hill Connect platform, from directly within the institution's website. McGraw-Hill Campus™ provides faculty with instant access to all McGraw-Hill Higher Education teaching materials (e.g. eTextbooks, test banks, PowerPoint slides, animations and learning objects, etc), allowing them to browse, Search, and use any instructor ancillary content in our vast library at no additional cost to instructor or students. Students enjoy SSO access to a variety of free (e.g. quizzes, flash cards, narrated presentations…etc.) and subscription based products (e.g. McGraw-Hill Connect). With this program enabled, faculty and students will never need to create another account to access McGraw-Hill products and services. Learn more at www.mhcampus.com.

Assurance of Learning Ready

Many educational institutions today are focused on the notion of assurance of learning, an important element of some accreditation standards. Marketing Management, 2e is designed specifically to support your assurance of learning initiatives with a simple, yet powerful solution.
Each test bank question for Marketing Management, 2e maps to a specific chapter learning outcome/objective listed in the text. You can use our test bank software, EZ Test and EZ Test Online, or in Connect Marketing to easily query for learning outcomes/objectives that directly relate to the learning objectives for your course. You can then use the reporting features of EZ Test to aggregate student results in similar fashion, making the collection and presentation of assurance of learning data simple and easy.

AACSB Statement

The McGraw-Hill Companies is a proud corporate member of AACSB International. Understanding the importance and value of AACSB accreditation, Marketing Management, 2e recognizes the curricula guidelines detailed in the AACSB standards for business accreditation by connecting selected questions in the test bank to the six general knowledge and skill guidelines in the AACSB standards.
The statements contained in Marketing Management, 2e are provided only as a guide for the users of this textbook. The AACSB leaves content coverage and assessment within the purview of individual schools, the mission of the school, and the faculty. While Marketing Management, 2e and the teaching package make no claim of any specific AACSB qualification or evaluation, we have labeled selected questions according to the six general knowledge and skills areas.