Marketing Management 13th edition by Philip Kotler, Kevin Lane Keller

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. The thirteenth edition was changed to include the following:

• 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. 
• Breakthrough Marketing boxes replace the Marketing Spotlight boxes from the twelfth edition. Each chapter has one box appearing in an appropriate spot to highlight innovative, insightful marketing accomplishments by leading organizations.
• Approximately four Marketing Insight and Marketing Memo 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. Marketing Memo boxes offer practical advice and direction in dealing with various decisions at all stages of the marketing management process.
  About ten in-text boxes are included in each chapter, with roughly two-thirds new. These in-text boxes provide vivid illustrations of chapter concepts using actual companies and situations. The boxes cover a variety of products, services, and markets, and many have accompanying illustrations in the form of ads or product shots.
• Chapters are updated throughout, especially in terms of academic references.
• 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 students to take a side. Marketing Discussion identifies provocative marketing issues and allows for a personal point of view.

About The Authors

Philip Kotler is one of the world's leading authorities on marketing. He is the 5. 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 Ph.D. at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Professor Keller has degrees from Cornell, Carnegie-Mellon, and Duke universities. At Dartmouth, he teaches an MBA elective on strategic brand management and lectures in executive programs on that topic. Previously, Professor Keller was on the faculty of the Graduate School of Business at Stanford University, where he also served as the head of the marketing group. Additionally, he has been on the marketing faculty at the University of California at Berkeley and the University of North Carolina at Chapel Hill, been a visiting professor at Duke University and the Australian Graduate School of Management, and has two years of industry experience as Marketing Consultant for Bank of America.

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