Marketing Management

Authors: Phil T. Kotler, Kevin Lane Keller, Malcolm Goodman, Mairead Brady, Torben Hansen Publisher: Pearson Edition: 4 Publish Year: 2019 ISBN: 9781292248448 The classic Marketing Management is an undisputed global best-seller – an encyclopedia of marketing considered by many as the authoritative book on the subject. This third European edition keeps the accessibility, theoretical rigour and managerial relevance – the heart of the book - and adds: · A structure designed specifically to fit the way the course is taught in Europe. · Fresh European examples which make students feel at home. · The inclusion of the work of prominent European academics. · A focus on the digital challenges for marketers. · An emphasis on the importance of creative thinking and its contribution to marketing practice. · New in-depth case studies, each of which integrates one of the major parts in the book.