Marketing Management

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Chernev, Alexander, Keller, Kevin Lane, Kotler, Philip

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ISBN:9781292462714
Editorial: Prentice-Hall International Ed
Fecha de la edición:2025
Número de la edición: 17
Encuadernación:
Nº Pág.:560
Idiomas:Inglés

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/ Marketing

The gold standard for today's marketing management student
Marketing Management gives students the tools and frameworks to design and execute successful marketing campaigns. Unsurpassed in depth, breadth and relevance, it focuses on the major decisions that confront marketing managers and top management as they strive to reconcile organizational needs and opportunities.

The 17th Edition builds on what first made it a landmark text, including its classic examples, core concepts and logical structure. The new edition will help students respond to social and technological developments, such as AI, that are opening doors to new business models while redefining marketing success.

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