02913cam a22003498i 45000010009000000050017000090080041000260100017000670200031000840400023001150420008001380500025001461000034001712450110002052500028003152640049003433000021003925000123004135040051005365201466005876300042020536300039020956300107021346500032022417000045022737000035023187000037023537000036023909420008024269520114024349990015025482363938420260508092044.0240412s2024    nju      b    001 0 eng    a  2024010576  a9781292727035q(paperback)  aDLCbengerdacDLC  apcc00aHF5415.13b.K64 2024  aKotler, Philipeauthor.9112310aMarketing management c/ Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen.  aFifth European edition. 1aHoboken :bPearson Education Limited,c2024.  a808 pagesc21 cm  a"Authorised adaptation from the United States edition, entitled Marketing management, 16th edition"--Title page verso.  aIncludes bibliographical references and index.  aThe 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.

cProvided by publisher. 0aB1 Discovering Marketing (BiM)926597 0aB2 Services Marketing (BiM)926578 0a​​MSc Fashion & Luxury Marketing - Understanding Fashion & Luxury Markets and customers​ 926039 0aMarketingxManagement99256  aKeller, Kevin Laned1956-eauthor.92447  aBrady, Maireadeauthor.921391  aGoodman, Malcolmeauthor.921390  aHansen, Torben,d1966-eauthor.  2lcc  00102lcc4070aTBSbTBSd2025-04-02l0oHF5415.13 KOTr2025-04-02w2025-04-02y1zPaperback SOON AVAILABLE   c4624d4624