Marketing Management
English
By (author): Kevin Keller Mairead Brady Malcolm Goodman Philip Kotler Torben Hansen
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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