When it comes to today's complex marketing environment, professors and professionals tell us time and again that no one has stayed on top of the changes and put them into perspective like Philip Kotler. Marketing Management remains the #1 selling marketing management textbook worldwide and has long been considered the ‘ultimate resource’ for future marketing managers. The much anticipated twelfth edition is the work of two marketing visionaries. Philip Kotler and new co-author Kevin Keller, a world renowned expert in brand management, worked closely together to preserve the strengths of previous editions while introducing new material and structure to further enhance learning. The result is a more current, applied, and carefully tightened edition of the book that many say continues to define the marketing management course.
Meant for the MBA Marketing Management course or undergraduate capstone marketing strategy course, this marketing management textbook reflects the changes in marketing theory and practice.
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