Revision Strategy for the Thirteenth Edition
As marketing techniques and organization have changed, so has this text. The thirteenth edition is designed not only to preserve the strengths of previous editions, but also to introduce new material and organization to further enhance learning. We retained the key theme of holistic marketing, and the recognition that "everything matters" with marketing and that a broad, integrated perspective is often necessary. This theme is not developed so deeply, however, that it would restrict or inhibit an instructor's flexibility and teaching approach. To provide flexibility in the classroom, we also retained the new modular structure and eight parts corresponding to the eight key marketing management tasks.