The 15th edition of Marketing Management is a landmark entry in the long successful history of the market leader. with the 15th edition, great care was taken to provide an introductory guide to marketing management that truly reflects the modern realities of marketing. In doing so, classic concepts, guidelines, and examples were retained while new ones were added as appropriate. Three broad forces-globalization, technology and social responsibility-were identified as critical to the success of modern marketing programs. These three topics are evident all through the text.