Marketing Management, 4th edition

For undergraduate and graduate Marketing Management courses.
Go beyond the basic concepts with a strategic focus and integration of IT and global perspectives.
Marketing Management reflects the dynamic environment inhabited by today's marketers, helping readers understand this increasingly global marketplace and the impact of technology on making strategic marketing decisions. Its modern, strategy-based approach covers critical, fundamental topics required for professional success.
The fourth edition features Ravi Dahr of Yale University—one of the world’s leading scholars in behavioral decision-making—as a new coauthor.  

For undergraduate and graduate Marketing Management courses.
Go beyond the basic concepts with a strategic focus and integration of IT and global perspectives.
Marketing Management reflects the dynamic environment inhabited by today's marketers, helping readers understand this increasingly global marketplace and the impact of technology on making strategic marketing decisions. Its modern, strategy-based approach covers critical, fundamental topics required for professional success.
The fourth edition features Ravi Dahr of Yale University—one of the world’s leading scholars in behavioral decision-making—as a new coauthor. 
Helping students understand the decision-making aspects: Strategic Framework. Chapter 2: A Strategic Marketing Framework introduces topics such as the development of a complete marketing strategy, differentiation, product positioning, developing a value proposition, the product life cycle, and product line management—all of which will be further developed throughout the remainder of the text.
NEW! Offering a new perspective: New Coauthor Ravi Dahr of Yale University. As one of the world’s leading scholars in behavioral decision-making and the Director of Yale’s Center for Customer Insights, Ravi’s knowledge of consumer behavior, and global teaching and consulting experience significantly enhance the material in this edition.
Cultivating a customer relationship management program: Unique CRM Chapter. Chapter 14: Customer Relationship Management extensively covers CRM in a way that will help readers understand how to develop a CRM program for his or her future company, including information on how to handle the various issues involved in implementation. This chapter also covers customer retention, including loyalty programs, mass customization, and information technology in relation to creating customer databases.
Updated! Changing with the field: Updated Focus on Information Technology. The Internet and relating technologies continue to rapidly change the playing field for marketers. This text continues its focus on information technology where appropriate, integrating the issues involved with marketing technology-based goods and services.
OTHER POINTS OF DISTINCTION
Seeing the concepts in action: Chapter-opening Cases. A chapter-opening case and accompanying visuals provides readers with an interesting, contemporary, real-world company situation. These cases also show readers how they can apply the chapter’s material to the marketing decision-making process.
NEW! Engaging today’s visual learners: Up-to-date Look, Feel, and Examples. Marketing is a visual discipline, so along with updated text, advertisements, photos, and graphics, this text has a decidedly twenty-first century appearance.
NEW! Getting an inside look at what real companies are doing today: Video Segments. Using today’s popular news-magazine format, students are taken on location and behind closed doors with this text’s video segments. Each news story profiles a well-known company leading the way in its industry. Highlighting eighteen companies—including American Express, the NFL, Eaton, and Wild Planet—the issue-focused footage includes interviews with top executives, objective reporting by real news anchors, industry research analysts, and marketing and advertising experts. A video guide, including synopses and discussion questions, is available.

NEW! Offering a new perspective: New Coauthor Ravi Dhar of Yale University. As one of the world’s leading scholars in behavioral decision-making and the Director of Yale’s Center for Customer Insights, Ravi’s knowledge of consumer behavior, and global teaching and consulting experience significantly enhance the material in this edition.
Updated! Changing with the field: Updated Focus on Information Technology. The Internet and relating technologies continue to rapidly change the playing field for marketers. This text continues its focus on information technology where appropriate, integrating the issues involved with marketing technology-based goods and services.
NEW! Engaging today’s visual learners: Up-to-date Look, Feel, and Examples. Marketing is a visual discipline, so along with updated text, advertisements, photos, and graphics, this text has a decidedly twenty-first century appearance.
NEW! Getting an inside look at what real companies are doing today: Video Segments. Using today’s popular news-magazine format, students are taken on location and behind closed doors with this text’s video segments. Each news story profiles a well-known company leading the way in its industry. Highlighting eighteen companies—including American Express, the NFL, Eaton, and Wild Planet—the issue-focused footage includes interviews with top executives, objective reporting by real news anchors, industry research analysts, and marketing and advertising experts. A video guide, including synopses and discussion questions, is available.