This textbook provides students with comprehensive insights on the classical and contemporary marketing theories and their practical implications. A fourth, revised edition of Marketing Management, the text features new classical and contemporary cases, new interdisciplinary and cross-functional implications of business management theories, contemporary marketing management principles and. futuristic application of marketing management theories and concepts. The core and complex issues are presented in a simplified manner providing students with a stimulating learning experience that enables critical thinking, understanding and future application.

Each chapter features a chapter summary, key terms, review and discussion questions and a practice quiz. Throughout the text there are also specific teaching features to provide students and instructors with an enhanced pedagogical experience. These features include:

• The Manager’s Corner: These sections provide real-world examples that instructors may highlight to exemplify theory or as mini-cases for discussion.


• Marketing in Action: These sections ask students to apply concepts and theories to actual business situations.


• Web Exercises: These mini sections provide students with real world issues and suggest websites for more information.

In addition, the authors provide ancillary lecture notes and Solution/Instructors manual online to aid instructors in their teaching activities.