Marketing Management: European Edition

Philip Kotler, Kevin Lane Keller

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65,29 € 72,54 €

Detalhes do Produto


The classic Marketing Management is an undisputed global best-seller - an encyclopedia of marketing considered by many as the authoritative book on the subject. This fourth 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. 

- 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. 

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.

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Philip Kotler

Professor de Marketing Internacional na faculdade de Gestão da Northwestern University, sendo unanimemente considerado o pai do marketing moderno. Autor de uma obra vastíssima, traduzida em dezenas de línguas, dele publicou a Actual Vencer em Tempo de Caos (2009) e Marketing 3.0. Do Produto e do Consumidor até ao Espírito Humano (2010). Kotler foi também consultor de várias empresas, como a IBM, o Bank of America, a General Electric e a AT&T.

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Kevin Lane Keller

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