Kotler, Philip; Keller, Kevin Lane; Chernev, Alexander - 2022 - Sixteenth edition; global edition
"The 16th edition of Marketing Management builds on the classic examples, core concepts, and logical structure that … edition builds on the fundamental strengths of past editions that distinguish Marketing Management from all other marketing … management texts: - Managerial orientation. The book focuses on the major decisions that marketing managers and top management …