The undisputed global bestseller in marketing management that reflect changes in marketing theory and practice An encyclopaedia of marketing, the classic Marketing Management is considered 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 admirably covers a wide range of concepts examining traditional aspects of marketing and blending them with modern themes.
The new edition offers:
-A structure designed specifically to fit the way the course is taught in Europe featuring work from prominent European academics
-New and in-depth European case studies and examples 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
-Inclusion of European and global perspectives on marketing, including insights into international marketing and cultural considerations
-Coverage of the latest trends and developments in the marketing field, such as social media marketing, ethical issues and sustainability
About the authors:
Philip Kotler is one of the world’s leading authors in Marketing. He is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University (Emeritus). He has also been a consultant to major US and foreign companies, including IBM, General Electric, and Michelin.
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College in New Hampshire, USA. He teaches MBA courses on marketing management and strategic brand management and lectures in executive programmes on those topics.
Mairead Brady is an Associate Professor at the Trinity Business School and the Director for Joint Honours Degrees (Law & Business and Computer Science & Business). She is also an Adjunct Professor at the Warwick Business School, London.
Malcolm Goodman is actively engaged in AJM Management Development, a partnership specialising in the practical application of marketing, creativity, change management and strategic innovation initiatives. He is also Visiting Associate of Sheffield Business School, Sheffield Hallam University.
Torben Hansen is a Professor at the Department of Marketing, Copenhagen Business School (CB5). His main fields of research are consumer behaviour and marketing research methods and he has published more than 150 peer-reviewed books, articles, and conference papers.
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