The application, tracking and review of a company's marketing resources and activities.
The scope of a business' marketing management depends on the size of the business and the industry in which the business operates. Effective marketing management will use a company's resources to increase its customer base, improve customer opinions of the company's products and services, and increase the company's perceived value.

Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.



Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information, and now is available with mymarketinglab–Pearson’s online tutorial and assessment platform


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