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Titel: Marketing Management
Auteur: Philip Kotler
ISBN: 9781292248448
Conditie: Echt gebruikt

Consolidate your knowledge of marketing management with this bestselling text. Marketing Management, 4th edition, is considered by many as the authoritative text on the subject. The textbook covers a wide range of concepts and issues, accurately reflecting the fast-moving pace of modern marketing. A key aid for undergraduates and postgraduates.

The classic Marketing Management is an undisputed global best-seller – an encyclopedia of marketing considered by many as the authoritative book on the subject. This fourth 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.

Strengthen your understanding of the principles of marketing management with this bestselling text. Marketing Management, 4th edition, European Edition, by Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, and Torben Hansen is considered by many as the authoritative text on the subject. The textbook covers a wide range of concepts and issues, accurately reflecting the fast-moving pace of modern marketing. Combining traditional marketing with new concepts, the text maintains accessibility, theoretical rigour, and managerial relevance. Now in its 4th edition, Marketing Management remains current with fresh learning features including:

• New examples from across the world.
• The inclusion of European academic thought in the text.
• A focus on the digital challenges for marketers.
• The importance of creative thinking and its contribution to marketing practice.
• Case studies throughout to consolidate understanding.

A key text for both undergraduate and postgraduate programmes, this edition will provide you with all the tools you need to be successful in your course.

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