Marketing Management, 16th Edition

Marketing Management, 16th Edition

Description

This edition has been updated keeping in view the tremendousdisruptions in the business models due to the ongoing globalisation,the increasing role of corporate social responsibility, technological advancement,growth in e-commerce, increasing digital communication, the growing impact of social media, and the widespread use of data analytics, marketing automation,and artificial intelligence. These created opportunities as well as challenges forbusinesses. Co-authored by noted academicians, Prof. Kevin Lane Keller, Prof.Alexander Chernev, Prof. Jagdish N. Sheth and Prof. G. Shainesh, the book continuesto draw on the rich findings of various scientific disciplines such as economics,behavioural science, and management theory for fundamental concepts and toolsthat are directly applicable to marketing challenges and opportunities. Enrichedwith Indian case studies, the text is comprehensive, lucid and engaging at the sametime, with the latest examples that illustrate effective marketing principles, strategiesand practices. The points of discussion and the discourse on the topics are usefulnot just for students of marketing but also for industry practitioners to design andexecute successful marketing strategies.

Publication Date

31-5-2022

ISBN

978-9356062665; 9789367138199

Publisher

Pearson India Education Services Pvt. Ltd.

Keywords

Marketing Management

Source Link URL

https://libopac.iimb.ac.in/lib/item?id=176542

Marketing Management, 16th Edition

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