Marketing Management / Philip Kotler ...[et al.].
Contributor(s): Kotler, Philip
| Keller, Kevin Lane | Brady, Mairead | Goodman, Malcolm | Hansen, Torben.
Material type: 
TextPublisher: Harlow, England Pearson Education Ltd. 2016Edition: 3rd Ed.Description: xxxiv, 942p. : ill. ; 28cm.ISBN: 9781292093239.Subject(s): Marketing--Management; Europe; Consumer behavior; Internet marketing; Market surveys; MarketingDDC classification: 658.8 KOT Online resources: Click here to access online
| Item type | Current location | Collection | Call number | Status | Notes | Date due | Barcode | Course reserves |
|---|---|---|---|---|---|---|---|---|
Reference Book
|
VIT-AP General Stacks | Reference | 658.8 KOT (Browse shelf) | Not for loan | MGT | 019423 |
It includes Appendix, Glossary and Index Pages.
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.
Features
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.
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