For graduate and undergraduate courses in marketing management. A Succinct Guide to 21st Century Marketing Management Framework for Marketing Management is a concise, streamlined version of Kotler and Keller's fifteenth edition of Marketing Management, a comprehensive look at ma…
by Kotler, Philip, Keller, Kevin Lane, Hansen, Torben, Goodman, Malcolm, Brady, Mairead
by Kotler, Philip, Keller, Kevin Lane, Hansen, Torben, Goodman, Malcolm, Brady, Mairead
by Kotler, Philip, Keller, Kevin Lane, Hansen, Torben, Goodman, Malcolm, Brady, Mairead
This title features all the accessibility, theoretical rigour and managerial relevance of the global best-seller 'Marketing Management' plus European structure, European examples, the work of European academics, and bespoke online resources.
"In the 1950s, the causal link between smoking and lung cancer surfaced in medical journals and mainstream media. Yet the best years for the Canadian cigarette industry were still to come, as per capita cigarette consumption rose steadily in the 1960s and 1970s. In Cigarette Nat…
"This book traces the development of internal marketing from initial conceptualisation through to the current issues. It identifies both significant underlying tensions between major theorists, and areas in which new perspectives may enrich our understanding of this crucial subj…
Measuring performance and profitability in marketing is becoming more and more important in the business world. Best focuses on marketing performance, and profitability, and the role marketing strategies play in building the profits of a business. This edition further builds on …
Measuring performance and profitability in marketing is becoming more and more important in the business world. Best focuses on marketing performance, and profitability, and the role marketing strategies play in building the profits of a business. This edition further builds on …
