A Preface to Marketing Management

A Preface to Marketing Management, 15th Edition, provides an overview of critical issues in marketing management. The textbook presents fundamental marketing principles and core concepts in depth to promote student understanding.

Coverage addresses strategic planning alongside marketing research and buyer behavior across consumer, business, and institutional settings. It also reviews the marketing mix and specialized applications in services and global contexts.

The brief format suits courses that assign cases, readings, or simulations. It also accommodates MBA modules and cross-functional programs where students purchase multiple textbooks.