, Marketing
Management
2025 Release
Greg W. Marshall
ROLLINS COLLEGE
Mark W. Johnston
ROLLINS COLLEGE
,MARKETING MANAGEMENT
Published by McGraw Hill LLC, 1325 Avenue of the Americas, New York, NY 10019.
Copyright ©2025 by McGraw Hill LLC. All rights reserved. Printed in the United States of
America. Previous editions ©2021, 2019, 2015, and 2010. No part of this publication may be
reproduced or distributed in any form or by any means, or stored in a database or retrieval system,
without the prior written consent of McGraw Hill LLC, including, but not limited to, in any network
or other electronic storage or transmission, or broadcast for distance learning.
Some ancillaries, including electronic and print components, may not be available to customers
outside the United States.
This book is printed on acid-free paper.
1 2 3 4 5 6 7 8 9 LWI 30 29 28 27 26 25
ISBN 978-1-265-16315-0
MHID 1-265-16315-4
Cover Image: Lightvision, LLC/Getty Images
All credits appearing on page or at the end of the book are considered to be an extension of the
copyright page.
The Internet addresses listed in the text were accurate at the time of publication. The inclusion of a
website does not indicate an endorsement by the authors or McGraw Hill LLC, and McGraw Hill
LLC does not guarantee the accuracy of the information presented at these sites.
mheducation.com/highered
, To Patti and Justin.
–Greg
To Grace.
–Mark
Management
2025 Release
Greg W. Marshall
ROLLINS COLLEGE
Mark W. Johnston
ROLLINS COLLEGE
,MARKETING MANAGEMENT
Published by McGraw Hill LLC, 1325 Avenue of the Americas, New York, NY 10019.
Copyright ©2025 by McGraw Hill LLC. All rights reserved. Printed in the United States of
America. Previous editions ©2021, 2019, 2015, and 2010. No part of this publication may be
reproduced or distributed in any form or by any means, or stored in a database or retrieval system,
without the prior written consent of McGraw Hill LLC, including, but not limited to, in any network
or other electronic storage or transmission, or broadcast for distance learning.
Some ancillaries, including electronic and print components, may not be available to customers
outside the United States.
This book is printed on acid-free paper.
1 2 3 4 5 6 7 8 9 LWI 30 29 28 27 26 25
ISBN 978-1-265-16315-0
MHID 1-265-16315-4
Cover Image: Lightvision, LLC/Getty Images
All credits appearing on page or at the end of the book are considered to be an extension of the
copyright page.
The Internet addresses listed in the text were accurate at the time of publication. The inclusion of a
website does not indicate an endorsement by the authors or McGraw Hill LLC, and McGraw Hill
LLC does not guarantee the accuracy of the information presented at these sites.
mheducation.com/highered
, To Patti and Justin.
–Greg
To Grace.
–Mark
