Marketing Management

This work emphasizes how marketing as an overall philosophy contributes to sound decision making. It integrates scholarly research with industry practice.

Designed to bridge the gap between rich academic literature and the world of marketing practice

This book combines a thorough, engaging -- and readable -- scholarly approach showing how the theory works in practice, with current, detailed examples that show how marketing managers make decisions in all areas of the marketing mix. Varied pedagogy and strong supplements package support different learning styles and make even the most complex concepts come alive.