Marketing Management, Third Edition

A Modern Approach to Marketing Management

Marketing today is more strategic, more digital, and more accountable than ever. Marketing Management, Third Edition by Greg W. Marshall and Mark W. Johnston is built around that reality. Rather than presenting marketing as a static set of concepts, this textbook shows how marketing management is actually practiced in successful organizations—where customer-centricity is a core value, analytics inform decisions, and everyone in the firm has a stake in marketing outcomes.

What Sets This Edition Apart

Published by McGraw-Hill Education in 2019, the third edition responds to the dramatic changes in the field. It emphasizes:

• Strategic and customer-centric thinking as the foundation of marketing management.
• Digital, virtual, and social marketing as central, not peripheral, activities.
• Analytics and new technologies that enable and inform marketing decisions.
• Accountability and metrics that connect marketing to top management priorities.
• Service as a driver of product and value creation.

The authors argue that marketing is “owned” by everybody in the firm to some degree, making these skills relevant to all business majors, not just marketing specialists.

Structure and Teaching Approach

The book contains 14 chapters—a length the authors find well suited to most course timetables. The table of contents reflects major trends in managerial practice, and the pedagogy is crafted for today’s classroom. Instructors will find a fully developed array of application activities, both in end-of-chapter materials and through McGraw-Hill Connect. For courses built around a marketing plan project, the exercises are designed to build the elements of a marketing plan step by step.

Who This Book Is For

This third edition is intended for MBA and advanced undergraduate marketing management courses. It speaks to students who need a current, practical understanding of how marketing is managed in the 21st-century business world. The writing is professional yet lively, aiming to be readable and engaging rather than encyclopedic. The authors—both experienced professors at Rollins College—bring real-world and academic perspectives to the material.

Why It Matters

Because marketing’s role has shifted, the ability to lead and manage marketing’s contributions is a core business activity. This book helps readers see how marketing connects to organizational performance, customer value, and strategic decision-making. It is a focused alternative to texts that try to cover everything and end up lacking depth on what matters most.