Marketing Management, Global Edition Philip Kotler, Kevin Keller, and Alexander Chernev is an English-language textbook focused on marketing management. This book provides a current and thorough analysis of the latest theories and practical applications within the field of marketing.
The latest edition covers essential marketing principles and strategies and encourages critical thinking and analytical skills. With a multidisciplinary approach, it focuses on the role of the marketing manager and the decision-making processes within organizations. Practical examples from, among others, Wegmans, Starbucks, and Uniqlo illustrate successful marketing strategies in various sectors.
Marketing Management, Global Edition is intended for students and professionals who want to pursue a career in marketing. The book aligns with topics such as Sales and Marketing Management and offers a clearly structured and balanced content that helps develop and manage effective marketing campaigns.