Kevin Lane Keller, Philip Kotler
The standard by which all other marketing management courses are measured
Students need a text that reflects the best and most recent marketing theory and practices to give them an edge in a field that is constantly evolving. Differentiating it from other marketing management textbooks are the book's managerial focus, analytical method, multidisciplinary viewpoint, broad applicability, and fair treatment of all relevant topics. The 16th Edition is the best yet in terms of scope, detail, and application because of its improved organization, current information, and brand-new examples that reflect the most recent trends in the industry. Students who read this seminal work will be better prepared to navigate the dynamic global economy of the twenty-first century.