Marketing Management 15Th Edition

Marketing Management 15Th Edition

Highlights of the book

Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice.

Highlights of the book

• In-text boxes provide vivid illustrations of chapter concepts using actual companies and situations
• Address today’s economic, environmental, and technological changes in marketing
• Four key dimensions of holistic marketing are women throughout the test:
•    Internal marketing- ensuring everyone in the organization embraces appropriate marketing principle, especially senior management.
•    Integrated marketing- ensuring that multiple means of creating, delivering, and communicating value are employed and combined in the best way.
•    Relationship marketing- having rich, multifaceted relationships with customers, channel members, and other marketing partners.
•    Performance marketing- understanding returns to the business from marketing activities and programs, as well as addressing broader concerns and their legal, ethical, social, and environmental effects.
• Marketing Insight and Marketing Memo Boxes