Start thinking like a marketer with the gold-standard text for today's Marketing Management.
Marketing Management 16 th edition by Kotler Keller and Chernev is the latest version
of this landmark text offering an extensive analysis of the latest theories and practices in
the marketing environment. Ideal for undergraduates and graduates who want to follow a
career in the field the book introduces you to the Marketing Manager's way of thinking
focusing on the role issues and decisions that Managers face in alignment with company needs
and objectives. The text's reader-friendly content provides balanced coverage and a clear
structure that will guide you through the necessary steps to build execute and manage
successful marketing campaigns and compelling brands. The latest edition uses a
multidisciplinary approach providing in-depth knowledge and broader understanding of the
essential marketing principles and core concepts. It will challenge your critical thinking and
analytical skills with universal practical applications covering a wider spectrum of products
services and marketing strategies. A range of examples includes Wegmans Starbucks and Uniqlo
bringing first-hand experience regarding how a successful marketing strategy works in
large-scale organisations. Reflecting recent changes and developments in the field the
book aims to provide an in-depth understanding of the best marketing practices and arm you with
the knowledge and tools necessary for a successful future career in the field. Pearson
MyLab ® Marketing is not included. Students if Pearson MyLab Marketing is a recommended
mandatory component of the course please ask- your instructor for the correct ISBN. MyLab
Marketing should only be purchased when required by an instructor. Instructors contact your
Pearson representative for more information.
