Publisher's Synopsis
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.
