Greg Marshall and Mark Johnston (both of Rollins College) have taken great effort to represent marketing management the way it is actually practiced in successful organizations today. Given the dramatic changes in the field of marketing, it is a sure bet that the job of leading marketing manager's contributions to the organization and its customers, clients, and partners has changed at the same level.  Yet, no marketing management book on the market today fully and effectively captures and communicates to students how marketing management in really practiced in the 21st century business world.  Clearly, it is time for an updated approach to teaching and learning within the filed.  Marketing Management 3e is designed to fulfill this need.