000 02899nam a2200289 i 4500
000 nam a22 7a 4500
003 mysiuu
008 240402s2022 xxka 000 0 eng d
020 _a9781292404813 (paperback)
020 _a1292404817 (paperback)
020 _a9781292405100 (ebooks)
040 _aUPU
_b eng
_e rda
_c UPU
090 _aHF5415.13
_b .K87m 2022
100 1 _aKotler, Philip,
_e author.
_91443
245 1 0 _aMarketing management /
_c Philip Kotler, Kevin Lane Keller, Alexander Chernev.
250 _aSixteenth edition, global edition.
260 _aUnited Kingdom of Great Britain & Northern Ireland :
264 1 _aHarlow :
_b Pearson Education Limited,
_c [2022]
300 _a605 pages :
_b illustrations ;
_c 28 cm.
336 _atext
_2 rdacontent
337 _aunmediated
_2 rdamedia.
338 _avolume
_2 rdacarrier.
520 _aStart thinking like a marketer with the gold-standard text for today's Marketing Management. Marketing Management, 16th edition by Kotler, Keller, and Chernev, is the latest version of this landmark text, offering an extensive analysis of the latest theories and practices in the marketing environment. Ideal for undergraduates and graduates who want to follow a career in the field, the book introduces you to the Marketing Manager's way of thinking, focusing on the role, issues, and decisions that Managers face in alignment with company needs and objectives. The text's reader-friendly content provides balanced coverage and a clear structure that will guide you through the necessary steps to build, execute and manage successful marketing campaigns and compelling brands. The latest edition uses a multidisciplinary approach, providing in-depth knowledge and broader understanding of the essential marketing principles and core concepts. It will challenge your critical thinking and analytical skills with universal practical applications, covering a wider spectrum of products, services, and marketing strategies. A range of examples includes Wegmans, Starbucks, and Uniqlo, bringing first-hand experience regarding how a successful marketing strategy works in large-scale organisations. Reflecting recent changes and developments in the field, the book aims to provide an in-depth understanding of the best marketing practices and arm you with the knowledge and tools necessary for a successful future career in the field. Pearson MyLab® Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask- your instructor for the correct ISBN. MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.
650 0 _aMarketing
_x Management.
_92205
700 1 _aKeller, Kevin Lane,
_e author.
_94516
700 1 _aChernev, Alexander,
_e author.
_94519
999 _aNDKA
_c62887
_d62887