Marketing management – Kotler Philip (2013)

The fourteenth edition of the most recognized textbook on marketing management, known as the marketing bible, brings the latest insights into marketing theory and practice. The authors reflect on the dramatic changes in the marketing environment, particularly economic downturns and recessions, the growing importance of sustainable and 'green' marketing, and the rapid development of technology, including the use of computers, the internet, and mobile phones. Significant attention is given to social media and communication in general. All topics in the book are updated, revised, and supplemented with new approaches and ideas, along with many new practical examples. At the end of each chapter, you will find new case studies of highly innovative and marketing-successful initiatives from companies in various fields. The discussion covers all major topics in marketing management: from the basics of marketing, creating marketing strategies and plans, marketing research and demand forecasting, to establishing long-term relationships with customers, analyzing consumer and B2B markets, brand management, product, pricing, distribution, and communication strategies and programs, as well as ensuring successful long-term growth that includes launching new market offerings, participating in global markets, and managing a holistic marketing organization.