Author Description

Product Description The gold standard for today's marketing management student. Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice. The world of marketing is changing everyday, and in order for students to have a competitive edge, they need a textbook that reflects the best of today's marketing theory and practices. Marketing Management, 15th Edition is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice. For undergraduate and graduate courses in marketing management. Pearson eText is an easy-to-use digital textbook that instructors can assign for their course. The mobile app lets you keep on learning, no matter where your day takes you, even when you're offline. You can also add highlights, bookmarks, and notes in your Pearson eText to study how you like. NOTE: You are purchasing an access card only. Pearson eText is a fully digital delivery of Pearson content. Before purchasing, check with your instructor to confirm the correct ISBN. To register for and use Pearson eText, you may also need a course invite link, which your instructor will provide. Follow the instructions provided on the access card to learn more. About the Author Philip Kotler is one of the world's leading authorities on marketing. He is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master's degree at the University of Chicago and his PhD at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago. Dr. Kotler is the coauthor of Principles of Marketing and Marketing: An Introduction. His Strategic Marketing for Nonprofit Organizations, now in its seventh edition, is the best seller in that specializ