The overriding goal of the revision for the 14th edition of Marketing Management was to create as comprehensive, current, and engaging MBA marketing textbook as possible. Where appropriate, new material was added, old material was updated, and no longer relevant of necessary material was deleted. Marketing Management, 14th edition, allows those instructors who have used the 13th edition to build on what they have learned and done while at the same time offering a text that is unsurpassed in breadth, depth, and relevance for students experiencing Marketing Management for the first time.
The successful across chapter reorganization into eight parts that began with the 12th edition of marketing Management has been preserved, as well as many of the favorably received within chapter features that have been introduced through the years, such as topical chapter openers, in text boxes highlighting noteworthy companies or issues, and the Marketing Insight and Marketing Memo boxed that provide in depth conceptual and practical commentary.
Part 1 Understanding Marketing Management
Part 2 Capturing Marketing Insights
Part 3 Connecting with Customers
Part 4 Building Strong Brands
Part 5 Shaping the Market Offerings
Part 6 Delivering Value
Part 7 Communicating Value
Part 8 Creating Successful Long-term Growth