For undergraduate and graduate courses in marketing management

The gold standard for today's marketing management student

The world of marketing is changing every day - and in order for students to have a competitive edge, they need a text that reflects the best and most recent marketing theory and practices. Marketing Management collectively uses a managerial orientation, an analytical approach, a multidisciplinary perspective, universal applications, and balanced coverage to distinguish it from all other marketing management texts out there. Unsurpassed in its breadth, depth, and relevance, the 16th Edition features a streamlined organisation of the content, updated material, and new examples that reflect the very latest market developments. After reading this landmark text, students will be armed with the knowledge and tools to succeed in the new market environment around them.

Features

• Marketing in Action - Mini Cases highlight innovative and insightful marketing accomplishments from leading organisations. Each case includes questions that promote class discussion and student analysis.
• In-text examples illustrate key concepts and enhance the relevance of any theoretical discussion. Examples focus on Wegmans, Starbucks, Uniqlo, and more.
• Marketing Insight boxes address a specific marketing topic in greater detail to provide in-depth coverage and foster better student understanding of the topic.
• New content includes Ethical Issues in Prescription Drug Pricing (Chapter 6), Managing the Price Image of a Retailer (Chapter 11), and more.Marketing Spotlight boxes use a relevant real-world company, such as Alibaba (Chapter 3), Uber (Chapter 11) and Airbnb (Chapter 17), to illustrate the marketing concepts covered in the chapter.
• Questions give students an opportunity to confirm their understanding and apply critical thinking.

New to this edition

• Brand-new opening vignettes for each chapter set the stage for the chapter material to follow. Covering topical brands and companies, such as Tesla, Net-a-Porter, and Soul Cycle, the vignettes are a great way to encourage discussion.
• Chapter 1 has been substantively rewritten to serve as an introduction chapter that defines the scope of marketing management as a business discipline.
• Chapter 2 has been extensively rewritten to provide a practical framework for marketing management and marketing planning.
• Parts VI and VII from the previous edition have been switched so that the topic of communications is introduced before the topic of distribution - to better align the content with the view of marketing as a process of designing, communicating, and delivering value.
• Chapter 16 includes new coverage on franchising.
• Part VII is a new capstone section that groups growth-related topics covered across different parts of the previous edition.
• Chapter 18 includes new coverage of business model design and implementation.
• Chapter 21 is a new chapter that shows students the growing importance of corporate social responsibility in marketing management.