marketing management kotler 16th edition

Cases and examples illustrate effective marketing principles, strategies, and practices. The text presents conceptual tools and frameworks for analyzing recurring problems in marketing management.

The book focuses on the major decisions that marketing managers and top management face in their efforts to harmonize the organization's objectives, capabilities, and resources with marketplace needs and opportunities. The 16th edition builds on the fundamental strengths of past editions that distinguish Marketing Management from all other marketing management texts: - Managerial orientation. Responding to these changes, the 16th edition was redesigned from the ground up to provide managers with the tools necessary to succeed in the new market environment. Ongoing globalization the increasing role of corporate social responsibility advances in technology, e-commerce, and digital communication the growing impact of social media, and the widespread use of data analytics, marketing automation, and artificial intelligence have disrupted many industries and have opened doors to new business models. Much has changed since the 15th edition was published. Summary: 'The 16th edition of Marketing Management builds on the classic examples, core concepts, and logical structure that made the first edition a landmark text.

Marketing management kotler 16th edition