Managing Marketing in the 21st Century - 5ed

Managing Marketing in the 21st Century is about understanding how to develop market strategy, implement market offers, and manage the marketing process. This is not a book that attempts to describe all there is to know about marketing, but focuses on what the prospective manager needs to know. Managing Marketing in the 21st Century differs from other senior undergraduate and introductory graduate marketing texts. The author takes a position on what he believes is a better or worse course of action for marketers. Marketing is an applied field; the author believes he should provide guidance for good marketing practice.