Greg W. Marshall

Marketing Management by Marshall – Real-World Strategies for the Modern Marketer

: Summary of the Book

Marketing Management by Marshall and co-author Mark W. Johnston is a dynamic and accessible textbook that bridges theory with practice, offering students and instructors a fresh, real-world perspective on the evolving world of marketing. Unlike traditional encyclopedic texts, this book is designed with clarity and relevance in mind. It integrates key concepts such as Customer Relationship Management (CRM), data-driven decision-making, and marketing metrics, all within a practical framework that engages learners and reflects how marketing is applied in today’s business environment.