For undergraduate and MBA marketing management and strategy courses.

Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.

Holistic Marketing
To address all various shifts in marketing, good marketers are practicing holistic marketing - the development, design, and implementation of marketing programs, processes, and activities that help students recognize the breadth and interdependencies of today's marketing environment. Four key dimensions include:

· Internal marketing-ensuring everyone in the organization embraces appropriate marketing principles, especially senior management

· Integrated marketing-ensuring that multiple means of creating, delivering, and communicating value are employed and combined in the best way.

· Relationship marketing-having rich, multi-faceted relationships with customers, channel members, and other marketing partners.

· Performance marketing- understanding returns to the business from marketing activities and programs, as well as addressing broader concerns and their legal, ethical, social, and environmental effects.

Global Cases
NEW! Because of its wide use around the world, Pearson has published several local versions of Kotler/Keller for different regions of the world. This year, Pearson is publishing all of the versions simultaneously. Because of this, students and instructors will have access to all of the cases from the international versions of Kotler/Keller. These cases will give students incite into international business from the perspective of local authors. To access the cases, visit www.prenhall.com/kotler and choose “Global Demo” next the Kotler/Keller 13e.

The cases will come from India, China, other parts of Asia, Europe, Middle East, Africa, Australia, and Canada.

Breakthrough Marketing Boxes
These boxes replace the Marketing Spotlight boxes from the 12th edition. Each chapter has one box appearing in an appropriate spot to highlight innovative, insightful marketing accomplishments by leading organizations. Some corporations featured are:

· Ideo; Chapter 4

· IKEA; Chapter 6

· Intel; Chapter 2

arketing Insight Boxes
Approximately four Marketing Insight boxes are included in each chapter; at least half, on average, are new. Marketing Insight boxes delve into important marketing topics, often highlighting current research findings to expose students to current research findings. Some examples include:

· Conducting Informative Focus Groups; Chapter 4, Pg. 95

· Understanding Brain Science; Chapter 4, Pg. 99

· Marketing Dashboards to Improve Effectiveness and Efficiency; Chapter 4, Pg. 108

Chapter Opening Vignettes
All chapters have brief commentary and new introductory vignettes that set the stage for the chapter material to follow. By covering topical brands or companies, the vignettes serve as great discussion starters. Several companies featured include:

· Siemens AG; Chapter 2

· Gilette; Chapter 4

· Procter and Gamble; Chapter 6

OTHER TOPICS OF DISTINCTION
Marketing Memo Boxes

Marketing Memo boxes offer students practical advice and direction in dealing with various decisions at all stages of the marketing management process. Topics include:

Checklist for Performing Strengths and Weaknesses Analysis; Chapter 2

· Marketing Plan Criteria; Chapter 2

· Questionnaire Do's and Don'ts; Chapter 4

Marketing Application Exercises
At the end of each chapter, the Marketing Applications section has two practical exercises to challenge students:

· Marketing Debate - Suggests opposing points of view on an important marketing topic from the chapter and asks student to take a side.

· Marketing Discussion - Identifies provocative marketing issues and allows for a personal point of view.

New to this Edition
For undergraduate and MBA marketing management and strategy courses.

Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.

Breakthrough Marketing Boxes
These boxes replace the Marketing Spotlight boxes from the 12th edition. Each chapter has one box appearing in an appropriate spot to highlight innovative, insightful marketing accomplishments by leading organizations. Some corporations featured are:

· Ideo; Chapter 4
· IKEA; Chapter 6
· Intel; Chapter 2

Global Cases
NEW! Because of its wide use around the world, Pearson has published several local versions of Kotler/Keller for different regions of the world. This year, Pearson is publishing all of the versions simultaneously. Because of this, students and instructors will have access to all of the cases from the international versions of Kotler/Keller. These cases will give students incite into international business from the perspective of local authors. To access the cases, visit www.prenhall.com/kotler and choose “Global Demo” next the Kotler/Keller 13e.

The cases will come from India, China, other parts of Asia, Europe, Middle East, Africa, Australia, and Canada.