Managing Marketing in the 21st Century (5th Edition)

Managing Marketing in the 21st Century (5th Edition) is a significant upgrade from prior editions, breaking ground with genuinely new ideas. This book is about understanding how to develop and implement market strategy and manage the marketing process. It is not a comprehensive account of everything about marketing; rather, it focuses on what prospective managers need to know. Thus, Managing Marketing in the 21st Century differs from other senior undergraduate and introductory graduate-level marketing texts. The authors take positions on what they believe are better or worse courses of action for marketers. Marketing is an applied field, and textbook writers should provide guidance for good marketing practice. This book focuses on the manager, not just the marketer. For readers committed to a career in marketing, Managing Marketing in the 21st Century provides a solid foundation for further, deeper study. However, the vast majority of readers will not work in marketing departments. Ins