Marketing Management - Philip Kotler
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Marketing Management – Philip Kotler

SKU: 9781292727035

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The undisputed global bestseller in marketing management that consistently reflects changes in marketing theory and practice, this is a key text both for undergraduate and postgraduate programmes in Marketing Management. An encyclopaedia of marketing, the classic Marketing Management is considered by many as the authoritative book on the subject.

Inspired by the US editions, the 5th European edition of this bestselling text offers an overview of marketing through accessible, theoretically rigorous content underpinned by managerial relevance. It explores the challenges facing European marketing practitioners and admirably covers a wide range of concepts examining traditional aspects of marketing and blending them with modern and future themes.

Key features of this book include:
– A structure designed specifically to fit the way the course is taught in Europe
– New and updated in-depth European case studies help readers bridge the gap between knowledge and practice
– Focus on digital technologies such as robotics, AI, augmented and virtual reality, and their impact on marketing management skill sets and practices
– Coverage of the latest trends and developments in the marketing field, such as social media marketing, ethical issues and sustainability

Featuring work from prominent European academics, new practical examples and exercises, it remains one of the most significant textbooks in marketing management.

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Format: Paperback / softback 808 pages
Classifications: Sales & marketing management, Sales & marketing

ISBN : 9781292727035

Published : 12 Jun 2024

Author : Kevin Keller, Malcolm Goodman, Philip Kotler, Torben Hansen

Publisher : Pearson Education Limited

Size : 211 x 275 x 31 (mm)

Weight : N/A

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