Marketing Management

"The undisputed global bestseller in marketing management that reflects changes in marketing theory and practice An encyclopaedia of marketing, the classic Marketing Management is considered as the authoritative book on the subject. Inspired by the US editions, the 5th European edition of this bestselling text offers an overview of marketing through accessible, theoretically rigorous content underpinned by managerial relevance. It admirably covers a wide range of concepts examining traditional aspects of marketing and blending them with modern themes. The new edition offers: A structure designed specifically to fit the way the course is taught in Europe featuring work from prominent European academics New and in-depth European case studies and examples help readers bridge the gap between knowledge and practice Focus on digital technologies such as robotics, AI, augmented and virtual reality, and their impact on marketing management skill sets and practices Inclusion of European and global perspectives on marketing, including insights into international marketing and cultural considerations Coverage of the latest trends and developments in the marketing field, such as social media marketing, ethical issues and sustainability"--