Marketing management

Marketing Management is a seminal textbook that uses a managerial orientation, an analytical approach, a multidisciplinary perspective, universal applications, and balanced coverage to distinguish it from other marketing management texts.

The book is updated to reflect the latest market developments, including new examples and insights on real-world companies such as Wegmans, Starbucks, and Uber.

It covers various aspects of marketing, including consumer and business markets, marketing research, market segmentation, product strategy, branding, pricing, and integrated marketing communications.