Marketing Management, 17th Edition eBook

Marketing Management gives you the tools and frameworks to design and execute successful marketing campaigns. Unsurpassed in depth, breadth and relevance, it focuses on the major decisions that confront marketing managers and top management as they strive to reconcile organizational needs and opportunities. The 17th Edition builds on what first made it a landmark text, including its classic examples, core concepts and logical structure. The new edition will help you respond to social and technological developments, such as AI, that are opening doors to new business models while redefining marketing success. You’ll also examine changes in marketing theory and practice against relevant examples from various industries.