The world of marketing is changing everyday-and in order for students to have a competitive edge, they need a textbook that reflects the best of today's marketing theory and practices. Marketing Management, 15/e, is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice.


The fifteenth edition is updated wherever appropriate to provide the most comprehensive, current, and engaging marketing management text as possible.

Salient Features
• In-text boxes like Marketing Insights and Marketing Memo 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—internal marketing, integrated marketing, relationship marketing, and performance marketing—are woven throughout the text.

Table of Content
Part 1 Understanding Marketing Management
Chapter 1 Defining Marketing for the New Realities
Chapter 2 Developing Marketing Strategies and Plans
Chapter 3 Creating Long-Term Loyalty Relationships

Part 2 Capturing Marketing Insights
Chapter 4 Collecting Information and Forecasting Demand
Chapter 5 Conducting Marketing Research

Part 3 Connecting with Customers
Chapter 6 Analyzing Consumer Markets
Chapter 7 Analyzing Business Markets
Chapter 8 Tapping into Global Markets

Part 4 Building Strong Brands
Chapter 9 Identifying Market Segments and Targets
Chapter 10 Crafting the Brand Positioning
Chapter 11 Creating Brand Equity
Chapter 12 Addressing Competition and Driving Growth

Part 5 Creating Value
Chapter 13 Setting Product Strategy
Chapter 14 Designing and Managing Services
Chapter 15 Introducing New Market Offerings
Chapter 16 Developing Pricing Strategies and Programs

Part 6 Communicating Value
Chapter 17 Designing and Managing Integrated Marketing Communications Chapter 18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Chapter 19 Managing Digital Communications: Online, Social Media, and Mobile
Chapter 20 Managing Personal Communications: Direct and Database Marketing
and Personal Selling

Part 7 Delivering Value
Chapter 21 Designing and Managing Integrated Marketing Channels
Chapter 22 Managing Retailing, Wholesaling, and Logistics

Part 8 Conducting Marketing Responsibly for Long-Term Success
Chapter 23 Managing a Holistic Marketing Organization for the Long Run