| 000 | 02854cam a22003498i 4500 | ||
|---|---|---|---|
| 001 | 23639384 | ||
| 005 | 20260508092044.0 | ||
| 008 | 240412s2024 nju b 001 0 eng | ||
| 010 | _a 2024010576 | ||
| 020 |
_a9781292727035 _q(paperback) |
||
| 040 |
_aDLC _beng _erda _cDLC |
||
| 042 | _apcc | ||
| 050 | 0 | 0 |
_aHF5415.13 _b.K64 2024 |
| 100 |
_aKotler, Philip _eauthor. _91123 |
||
| 245 | 1 | 0 |
_aMarketing management _c/ Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen. |
| 250 | _aFifth European edition. | ||
| 264 | 1 |
_aHoboken : _bPearson Education Limited, _c2024. |
|
| 300 |
_a808 pages _c21 cm |
||
| 500 | _a"Authorised adaptation from the United States edition, entitled Marketing management, 16th edition"--Title page verso. | ||
| 504 | _aIncludes bibliographical references and index. | ||
| 520 |
_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. |
||
| 630 | 0 |
_aB1 Discovering Marketing (BiM) _926597 |
|
| 630 | 0 |
_aB2 Services Marketing (BiM) _926578 |
|
| 630 | 0 |
_aMSc Fashion & Luxury Marketing - Understanding Fashion & Luxury Markets and customers _926039 |
|
| 650 | 0 |
_aMarketing _xManagement _99256 |
|
| 700 |
_aKeller, Kevin Lane _d1956- _eauthor. _92447 |
||
| 700 |
_aBrady, Mairead _eauthor. _921391 |
||
| 700 |
_aGoodman, Malcolm _eauthor. _921390 |
||
| 700 |
_aHansen, Torben, _d1966- _eauthor. |
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| 942 | _2lcc | ||
| 999 |
_c4624 _d4624 |
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