Marketing Planning and Management PART 2: UNDERSTANDING THE MARKET 3. Defining Marketing for the New Realities 2. PART 1: FUNDAMENTALS OF MARKETING MANAGEMENT 1. After reading this landmark text, students will be armed with the knowledge and tools to succeed in the new market environment around them. Unsurpassed in its breadth, depth, and relevance, the 16th Edition features a streamlined organization of the content, updated material, and new examples that reflect the very latest market developments. 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. 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.
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