Marketing Management 3rd edn | 3rd edition

by Philip Kotler, Kevin Keller, Mairead Brady, Torben Hansen and Malcolm Goodman

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Publisher	Pearson Education
Language	English
Book type	Hardcover
Utgiven	2016-05-04
Edition	3
More editions	2019/0
Pages	976
ISBN	9781292093239
Kategori(er)	Business, Economics & Management ↳ Marketing

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Description

The classic Marketing Management is an undisputed global best-seller – an encyclopaedia of marketing considered by many as the authoritative book on the subject. This third European edition keeps the accessibility, theoretical rigour and managerial relevance – the heart of the book - and adds:

A structure designed specifically to fit the way the course is taught in Europe.
Fresh European examples which make students feel at home.
The inclusion of the work of prominent European academics. 
A focus on the digital challenges for marketers.
An emphasis on the importance of creative thinking and its contribution to marketing practice.
New in-depth case studies, each of which integrates one of the major parts in the book.

This textbook covers admirably the wide range of concepts and issues and accurately reflects the fast-moving pace of marketing in the modern world, examining traditional aspects of marketing and blending them with modern and future concepts.

A key text for both undergraduate and postgraduate marketing programmes.

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