Page 19 - Marketing Management

What Makes Marketing Management
the Marketing Leader?

Marketing is of interest to everyone, whether they are marketing goods, services, properties,
persons, places, events, information, ideas, or organizations. As it has maintained its respected
position among students, educators, and businesspeople, Marketing Management has kept up-
to-date and contemporary. Students (and instructors) feel that the book is talking directly to
them in terms of both content and delivery.
Marketing Management owes its marketplace success to its ability to maximize three dimen-
sions that characterize the best marketing texts—depth, breadth, and relevance—as measured
by the following criteria:
• Depth. Does the book have solid academic grounding? Does it contain important theo-
retical concepts, models, and frameworks? Does it provide conceptual guidance to solve
practical problems?
• Breadth. Does the book cover all the right topics? Does it provide the proper amount of
emphasis on those topics?
• Relevance. Does the book engage the reader? Is it interesting to read? Does it have lots of
compelling examples?
The 14th edition builds on the fundamental strengths of past editions that collectively dis-
tinguish it from all other marketing management texts:
• Managerial Orientation. The book focuses on the major decisions that marketing man-
agers and top management face in their efforts to harmonize the organization’s objectives,
capabilities, and resources with marketplace needs and opportunities.
• Analytical Approach. Marketing Management presents conceptual tools and frameworks
for analyzing recurring problems in marketing management. Cases and examples illustrate
effective marketing principles, strategies, and practices.
• Multidisciplinary Perspective. The book draws on the rich findings of various scientific
disciplines—economics, behavioral science, management theory, and mathematics—for
fundamental concepts and tools directly applicable to marketing challenges.
• Universal Applications. The book applies strategic thinking to the complete spectrum of
marketing: products, services, persons, places, information, ideas and causes; consumer and
business markets; profit and nonprofit organizations; domestic and foreign companies;
small and large firms; manufacturing and intermediary businesses; and low- and high-tech
industries.
• Comprehensive and Balanced Coverage. Marketing Management covers all the topics an
informed marketing manager needs to understand to execute strategic, tactical, and admin-
istrative marketing.

Student Supplements

mymarketinglab

Mymarketinglab gives you the opportunity to test yourself on key concepts and skills, track
your progress through the course and use the personalized study plan activities—all to help
you achieve success in the classroom.
Features include:
• Personalized Study Plans—Pre- and post-tests with remediation activities directed to help
you understand and apply the concepts where you need the most help.

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