Managing Marketing in the 21st Century (4th Edition)

At 668 pages and 26 chapters, Managing Marketing in the 21st Century is a comprehensive guide to understanding how to develop market strategy and manage the marketing process. Rather than attempting to cover everything there is to know about marketing, this book focuses on what prospective managers need to understand. Consequently, Managing Marketing in the 21st Century stands apart from other senior undergraduate and introductory graduate-level marketing texts. We take a clear stance on what we believe constitutes effective and ineffective courses of action for marketers. Marketing is an applied field, and we believe textbook authors should offer practical guidance for good marketing practices. Moreover, we emphasize the perspective of the manager, not just the marketer. For readers pursuing a career in marketing (and we hope there are many), Managing Marketing in the 21st Century provides a solid foundation for deeper study. However, most of you will not work in marketing departments