Marketing Management - Rilegato

Kotler, Phillip; Keller, Kevin Lane; Brady, Mairead; Goodman, Malcolm; Hansen, Torben

Rilegato

ISBN 10: 0273743619 ISBN 13: 9780273743613

Casa editrice: Pearson Education, 2012

Riassunto

All the accessibility, theoretical rigour and managerial relevance of the global best-seller Marketing Management plus European structure, European examples, the work of European academics and bespoke online resources.

Su questo libro

Dalla quarta di copertina:

'This second European edition continues to provide the theoretical framework of the classic Marketing Managementtext, but is supplemented and updated with seminal contributions from Europe and a large number of cases have been skilfully selected to make European students feel at home.'

 Professor Evert Gummesson, Stockholm University School of Business, Sweden.

The classic Marketing Management is an undisputed global best-seller – a bible of Marketing. This second 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.
• An additional free online chapter concerning 'Marketing Future Challenges'. 
• An accompanying website for students that matches the US book for variety and quality in terms of video cases, testing materials and quality, but is built specifically for this European edition.

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.

http://www.pearsoned.co.uk/marketingmanagementeurope

Su questa edizione

• Editore: Pearson Education
• Data di pubblicazione: 2012
• ISBN 10: 0273743619
• ISBN 13: 9780273743613
• Rilegatura: Copertina rigida
• Numero di pagine: 1022