Thistitle is a Pearson Global Edition. The Editorial team at Pearson has workedclosely with educators around the world to include content which is especiallyrelevant to students outside the United States. Forundergraduate and graduate courses in marketing management Thegold standard for today's marketing management student The world of marketing is changing every day -- and in order for students tohave a competitive edge, they need a text that reflects the best and mostrecent marketing theory and practices. Marketing Management collectivelyuses a managerial orientation, an analytical approach, a multidisciplinaryperspective, universal applications, and balanced coverage to distinguish itfrom all other marketing management texts out there. Unsurpassed in itsbreadth, depth, and relevance, the 16th Edition features astreamlined organization of the content, updated material, and new examplesthat reflect the very latest market developments. After reading this landmarktext, students will be armed with the knowledge and tools to succeed in the newmarket environment around them. MyLab® Marketing is not included. Students, if PearsonMyLab Marketing is a recommended/mandatory component of the course, please askyour instructor for the correct ISBN. Pearson MyLab Marketing should only bepurchased when required by an instructor. Instructors, contact your Pearsonrepresentative for more information.