Маркетинг менеджмент. 16-е издание

Мир маркетинга меняется каждый день. Продолжающаяся глобализация, достижения в области технологий, электронной коммерции и цифровых коммуникаций, все большее влияние социальных сетей и широкое использование аналитики больших данных, автоматизация маркетинга и искусственный интеллект внесли коррективы во многие отрасли и открыли двери для внедрения новых бизнес-моделей.

Новое 16-е издание знаменитого труда классика маркетинга Филипа Котлера отражает новейшую маркетинговую теорию и практику, отличается упорядоченной организацией содержания, обновленными материалами и новыми примерами, отражающими самые последние изменения на рынке. Описываются инструменты и основные подходы, применяемые при анализе частых проблем в маркетинг менеджменте, кейсы и примеры иллюстрируют маркетинговые стратегии и методы.

Издание адресовано руководителям и собственникам компаний, профессиональным маркетологам, а также студентам, обучающимся по направлению подготовки «Менеджмент».

<hr>

Marketing Management. 16th Edition

The world of marketing is constantly evolving. Ongoing globalization, technological advancements, e-commerce and digital communications, the growing influence of social media, the widespread use of big data analytics, marketing automation, and artificial intelligence have reshaped many industries and opened doors for new business models.

This new 16th edition of Philip Kotler's renowned classic reflects the latest marketing theory and practice. It features a well-organized structure, updated materials, and new examples that reflect the most recent market changes. It describes the tools and key approaches used in analyzing common problems in marketing management, with cases and examples illustrating marketing strategies and methods.

Book Overview and Main Themes

Marketing Management, 16th Edition provides a comprehensive and up-to-date overview of the principles and practices of modern marketing. It covers key topics such as:

• Marketing strategy and planning
• Market research and analysis
• Product development and branding
• Pricing strategies
• Integrated marketing communications
• Digital marketing and social media
• Customer relationship management

The book emphasizes the importance of understanding customer needs and creating value for customers in a competitive marketplace. It also explores the ethical and social responsibilities of marketers.

Target Audience and Reading Level

This book is ideal for:

• Business owners and executives
• Professional marketers
• Marketing students at the undergraduate and graduate levels

The reading level is suitable for individuals with a basic understanding of business concepts.

Key Features and Benefits

• Up-to-date content: Reflects the latest trends and developments in marketing.
• Practical examples and case studies: Illustrates key concepts and provides real-world applications.
• Comprehensive coverage: Covers all major areas of marketing management.
• Clear and concise writing style: Makes complex topics easy to understand.
• Actionable insights: Provides practical guidance for improving marketing performance.

Why Choose This Book?

Marketing Management, 16th Edition is the definitive guide to modern marketing. Whether you're a seasoned marketing professional or a student just starting out, this book will provide you with the knowledge and skills you need to succeed in today's dynamic marketplace. Gain a competitive edge by understanding the latest marketing strategies and techniques. Invest in your future and order your copy today!