Marketing Management
Marketing Management by Philip Kotler, published by Pearson in 2016, is a comprehensive resource that spans 942 pages and is presented in English. This third European edition maintains the book’s accessibility and theoretical rigor while adapting its structure to align with European course teachings. It includes fresh examples relevant to European students and integrates insights from prominent European academics, addressing both traditional and contemporary marketing concepts.
Readers will find a thorough exploration of marketing principles, with a particular focus on the digital challenges facing marketers today. The edition emphasizes the importance of creative thinking in marketing practice and features new in-depth case studies that connect major themes throughout the text. Covering a wide range of topics within Business & Economics, particularly in Marketing and Sales & Selling, this textbook serves as a key resource for both undergraduate and postgraduate marketing programs.
Official synopsis Publisher
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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