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New content includes Ethical Issues in Prescription Drug Pricing (Chapter 6), Managing the Price Image of a Retailer (Chapter 11), and more.

NEW - 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 examples focus on Wegmans, Starbucks, Uniqlo, and more. NEW - In-text examples illustrate key concepts and enhance the relevance of any theoretical discussion.Real-world dataand examples emphasize the many aspects of marketing

Instructors, contact your Pearsonrepresentative for more information. Pearson MyLab Marketing should only bepurchased when required by an instructor. Students, if PearsonMyLab Marketing is a recommended/mandatory component of the course, please askyour instructor for the correct ISBN. After reading this landmarktext, students will be armed with the knowledge and tools to succeed in the newmarket environment around them. Unsurpassed in itsbreadth, depth, and relevance, the 16th Edition features astreamlined organization of the content, updated material, and new examplesthat reflect the very latest market developments. Marketing Management collectivelyuses a managerial orientation, an analytical approach, a multidisciplinaryperspective, universal applications, and balanced coverage to distinguish itfrom all other marketing management texts out there. 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. The gold standard for todays marketing management student The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.įor undergraduate and graduate courses in marketing management