Marketing management

The fourteenth edition of the most respected textbook on marketing management, the so-called. the bible of marketing, brings the latest findings in marketing theory and practice. The authors reflect on the dramatic changes in the marketing environment, especially economic downturns and recessions, the growing importance of sustainable and green marketing, rapid development of technology, use of computers, internet and mobile phones. Significant attention is also paid to social media and communication.

All topics are updated and supplemented with new approaches, ideas and practical examples. At the end of the chapters, you will find case studies of highly innovative and successful marketing ventures by companies in various fields. The interpretation covers all the main topics of marketing management: from the basics of marketing, creating marketing strategies and plans, marketing research through establishing long-term customer relationships, analysis of consumer and B2B markets, brand management, Product, pricing, distribution and communication strategies to ensure successful long-term growth.