Marketing Management

Hansen, Torben,Goodman, Malcolm,Brady, Mairead,Keller, Kevin Lane,Kotler, Philip

ISBN 10: 1292093234 / ISBN 13: 9781292093239

Published by Pearson Education, 2016

About this Item

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Bibliographic Details

Title: Marketing Management

Publisher: Pearson Education

Publication Date: 2016

Binding: Hardcover

Condition: Good

Edition: 3rd Edition

About this title

Synopsis:

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.