Summary :
Marketing Management reflects the best and most recent marketing theory and practice. It uses a managerial orientation, analytical approach, multidisciplinary perspective, universal applications, and balanced coverage to distinguish it from similar texts out there. Unsurpassed in its breadth, depth and relevance, the 16th Edition features a streamlined organization of the content, updated material and new examples that reflect the very latest market developments. After reading this text, students will be armed with the knowledge and tools to succeed in the new market environment around them.

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