Marketing Management (4^th Ed.) European Edition

Strengthen your understanding of the principles of marketing management with this bestselling text.

Marketing Management, 4^th edition, European Edition, by Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, and Torben Hansen is considered by many as the authoritative text on the subject. The textbook covers a wide range of concepts and issues, accurately reflecting the fast-moving pace of modern marketing. Combining traditional marketing with new concepts, the text maintains accessibility, theoretical rigour, and managerial relevance.

Now in its 4th edition, Marketing Management remains current with fresh learning features including:

• New examples from across the world.
• The inclusion of European academic thought in the text.
• A focus on the digital challenges for marketers.
• The importance of creative thinking and its contribution to marketing practice.
• Case studies throughout to consolidate understanding.

A key text for both undergraduate and postgraduate programmes, this edition will provide you with all the tools you need to be successful in your course.

Philip Kotler is one of the world's leading authorities on marketing, He is the S. C. Johnson & Son Distinguished Professor of international Marketing at the Kellogg School of Management, Northwestern University. He received his master's degree at the University of Chicago and his Ph.D. at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioural science at the University of Chicago.

Besides authoring a large number of publications and articles in various journals, professor Kotler has been a consultant to many major US and foreign companies, including IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, SAS Airlines, Michelin and others in the areas of marketing strategy and planning, marketing organisation and international marketing.

Kevin Lane Keller is the E, B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College in New Hampshire, USA. Professor Keller has degrees from Cornell, Carnegie-Mellon and Duke universities. At Dartmouth, he teaches MBA courses-on marketing management and strategic brand management and lectures in executive programmes on those topics.

Professor Keller' general area of expertise lies in marketing strategy and planning and branding. His specific research interest is in how understanding theories and concepts related to consumer behaviour can improve marketing and branding strategies. His research has been published in three of the major marketing journals; the journal of Marketing, the Journal of Marketing Research and the Journal of Consumer Research, He also has served on the Editorial Review Boards of those journals. With over 120 published papers, his research has been widely cited and has received numerous awards.

Mairead Brady is an assistant Professor of Marketing at the Trinity School of Business, Trinity College Dublin. She holds a Ph.D. from the University

Hallmark features of this title

A carefully designed structure and style make for an exhaustive and engaging text.

• Consideration of the digital challenges for marketers.
• Emphasis on the importance of creative thinking and its contribution to marketing practice.
• Focus on accessibility, theoretical rigour, and managerial relevance
• Inclusion of both traditional marketing aspects and new concepts