Marketing management

by Kotler, Philip

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Title Statements

Full title :Marketing management

Summary

The classic Marketing Management is an undisputed global best-seller - an encyclopaedia 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. This textbook covers admirably the wide range of concepts and issues and accurately reflects the fast-moving pace of marketing in the modern world, examining traditional aspects of marketing and blending them with modern and future concepts. A key text for both undergraduate and postgraduate marketing programmes

Edition Statements

Publication Date:2016
Edition:3. ed

Publication Statements

Publisher(s):Pearson Education Limited
Place of Publication:Upper Saddle River
Language:eng
Publication Date:2016

Notes

Previous edition: 2012

The Physical Object

Description:942 s

Edition Identifiers

ISBN:9781292093239, 1292093234, 9781292106083, 1292106085, 9781292142357, 1292142359
oclc:ocn951674277
LC Classification:HF5415.13
Dewey Decimal:658.8

Subjects

Europa Europe Markedsføring Markedsføringsledelse Marketing Marketing -- Europe Marketing -- Gestion. -- Europe Marketing -- Management Marketing -- Management. -- Europe