Marketing Mangement

Marketing Management is the leading marketing text because its content and organization consistently reflect changes in the marketing theory and practice. The very first edition of Marketing Management, published in 1967, introduced the concept that companies must be customer-and- market driven. But there was little mention of what have we now become fundamental topics such as segmentation, targeting and positioning. Concepts such as brand, equity, customer value analysis, data base marketing, e-commerce, value networks, hybrid channels, supply chain management, and integrated marketing communications were even a part of the marketing vocabulary then. Marketing Management continues to reflect the changes in the marketing discipline over the past forty years. Firms now sell goods and services through a variety of direct and indirect channels. Mass advertising is not nearly as effective as it was, so marketers are exploring new forms of communication, such as experiential, entertainment and viral marketing. Customers are telling companies what types of product or services they want and when, where and how they want to buy them. They are increasingly reporting to other consumers what they think of specific company products-using email, blogs, podcast, and other digital media to do so. Company messages are becoming a smaller fraction of the total "conversation" about products and services.