The text emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. In the fifth edition the sections on market segmentation, differential positioning, product line marketing strategies, and factors in new product success and failure have been rewritten, and more emphasis is now placed on branding, corporate culture, quality and ethics. A separate test bank has been added; it includes multiple-choice questions in addition to essay questions. Interactive computer simulations focusing on analysis and strategy now accompany the book.

Índice: Chapter 1- The scope of marketing management and the marketing planning process; Chapter 2- Corporate marketing planning; Chapter 3- Market analysis; Chapter 4- Competitive analysis; Chapter 5- Market measurement; 6- Profitability and productivity analysis; Chapter 7- Marketing strategies; Chapter 8- Product development programs; Chapter 9- Pricing programs; Chapter 10- Advertising programs; Cjapter 11- Sales-promotion programs; Chapter 12- Sales and distribution programs: establishing objectives and appeals; Chapter 13- Sales and distribution programs: budgets and performance evaluation; Chapter 14- Organizing and mnaging marketing and sales activities; Chapter 15- The annual marketing plan