Marketing management / Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen.

By:

Kotler, Philip [author.]

Contributor(s):

Material type: Text

TextPublisher: Hoboken : Pearson Education Limited, 2024Edition: Fifth European editionDescription: 808 pages 21 cmISBN:

9781292727035

Subject(s):

LOC classification:

HF5415.13 .K64 2024

Summary: The undisputed global bestseller in marketing management that consistently reflect changes in marketing theory and practice. 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. Provided by publisher.

List(s) this item appears in: MARKETING

Holdings ( 1 )
Title notes ( 2 )

Holdings
Item type	Current library	Call number	Status	Notes	Date due	Barcode
Book	TBS Barcelona	HF5415.13 KOT (Browse shelf(Opens below))	Available	Paperback SOON AVAILABLE

Includes bibliographical references and index.

The undisputed global bestseller in marketing management that consistently reflect changes in marketing theory and practice.
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.

Provided by publisher.