She gathered the department heads in a room. "Marketing isn't just the logo," she told the head of Logistics. "Your inventory cycle creates the promise of availability. If you fail, the brand fails." She turned to HR. "Your salespeople need to be trained not just to close, but to consult."
"No," Elena said. "You stop making them for everyone."
The 15th edition of Marketing Management remains the gold standard textbook for MBA and advanced undergraduate marketing courses. Building on the legacy of previous editions, Kotler and Keller continue to deliver a comprehensive, theory-driven yet practically oriented foundation in modern marketing. This edition notably updates content for the digital age—emphasizing social media, big data, and holistic marketing concepts.
AdChoices