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Marketing Management [Hardcover]

Philip Kotler , Dr Kevin Lane Keller , Dr Mairead Brady , Malcolm Goodman , Mr Torben Hansen
4.4 out of 5 stars  See all reviews (14 customer reviews)
RRP: £56.99
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Book Description

28 Jun 2012 0273743619 978-0273743613 2

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.


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Product details

  • Hardcover: 1064 pages
  • Publisher: Pearson; 2 edition (28 Jun 2012)
  • Language: English
  • ISBN-10: 0273743619
  • ISBN-13: 978-0273743613
  • Product Dimensions: 3.8 x 21.6 x 28.6 cm
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (14 customer reviews)
  • Amazon Bestsellers Rank: 18,810 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

From the Back Cover

'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


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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

4.4 out of 5 stars
4.4 out of 5 stars
Most Helpful Customer Reviews
1 of 1 people found the following review helpful
5.0 out of 5 stars A must have 13 Jan 2013
Format:Hardcover|Verified Purchase
For students and profissionals this is a must-have book. The hard cover feels very resistent. This book is the bible of marketing, so if you really want to learn all the details about marketing this book is for you!
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3.0 out of 5 stars Marketing Management 21 Jan 2014
Format:Hardcover|Verified Purchase
The content is certainly comprehensive but written in a way to baffle non academics. Many of the descriptions of simple, easily understood marketing principles are shrouded in gobbledy gook verbiage. My tack is to first understand the principle by reading say Wikepedia and then visiting Kotler to decipher his words and try extract some of them for use in my academic submissions.
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5.0 out of 5 stars The Book for Marketing Managers... 14 July 2013
By Antonio
Format:Hardcover|Verified Purchase
Excellent book for Marketing Management covering nearly all the aspects of Marketing useful for accademic use and also for marketing professionals. That is the best compilation in marketing concepts that I know.
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4.0 out of 5 stars Book 17 May 2013
Format:Hardcover|Verified Purchase
Must-have book for a marketing student or people who are interested in marketing or management. The book is up to date. I really appreciate the examples or chapters about not only European companies, European schools....
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5.0 out of 5 stars best marketing course ever 22 April 2013
Format:Hardcover|Verified Purchase
I keep on buying this book in the years just to update myself on new techniques and tools. great info. I recommend it!
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5.0 out of 5 stars Theory meets real-life examples and advice 7 April 2013
Format:Hardcover|Verified Purchase
The book is also called "the bible on Marketing Management", and it is! You've got all the theory you need to understand what it's all about, but even better: it's riddled with real-life examples (often companies you've definitely heard of) and there are lots of pointers for people who are in a marketing management job. So not only will you learn a lot, but you'll get some clear lists on what to do, what not to do etc. And those lists are designed for people on the job, so definitely made for actual practice.
But even people who aren't marketing managers, but simply are interested in marketing, it's still an amazing book with lots of clear examples and explanations. This one is the 2012 edition, made for Europe. All the examples in it, well mostly they're about companies Europeans will know, so very useful.
It's the bible folks. Definitely worth the money! (and I advise you to get the hardcover: it's a big book with pretty thin paper, so the hardcover will definitely protect it better)
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5.0 out of 5 stars goood 9 Mar 2013
Format:Hardcover|Verified Purchase
it was good , reach at time cool, that was a good experience
I was even surprise it came quicker
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