Features of the Third Edition
One major new theme in this edition is holistic marketing. Holistic marketing can be seen as the development, design, and implementation of marketing programs, processes, and activities that recognize the breadth and interdependencies involed in today’s marketing environment. Holistic marketing recognize that “everything matters” with marketing and that a broad, integrated perspective is often necessary. Holistic marketing has four key dimensions:
- Internal marketing. Ensuring everyone in the organization
embraces appropriate marketing principles, especially senior
management.
- Integrated marketing. Ensuring that multiple means of
creating, delivering, and communicating value are employed
and combined in an optimal manner.
Part I Understanding Marketing Management
Part II Connecting with Customers
Part III Building Strong Brands
Part IV Shaping the Market Offerings
Part V Delivering Value
Part VI Communicating Value
Part VII Creating Successful Long-Term Growth