Marketing Management, de essentie (Marketing Management, the Essentials)
- Philip Kotler, Kevin Lane Keller, Henry Robben, Maggie Geuens, Onno Ponfoort, Martijn Laar, Titia Tamminga and Sascha Bruggink
- Amsterdam: Pearson Education, 2010
- Publishing date:
- 9 789043 018593
- Nr of pages:
- Price in €:
Marketing Management, de essentie (Marketing Management, the Essentials) offers a complete introduction to modern marketing management. The latest concepts and research findings are covered. As such, a lot of attention is devoted to holistic marketing and the impact of technological developments on present-day marketing is an important theme in this fourth edition.
The focus on the relationship between theory and practice is one of the book's success factors. Each chapter starts off with an example from actual practice that discusses how marketing managers apply the core concepts within their own company. This provides the reader with insight into how things are done at TNT, IKEA and Colruyt. This edition also includes two case studies concerning Westmalle and Triodos Bank that run throughout the book. At the end of each chapter the authors return to one of these companies to compare the knowledge gained with actual practice.
This book is written for students in higher education, as well as for marketers in actual practice. The addition of local case studies and examples make this book indispensible for anyone in Belgium and the Netherlands who is or would like to be involved in marketing.
The collaboration among academics (Kotler, Keller, Robben and Geuens) and Berenschot's business consultants (Ponfoort, Laar, Tamminga and Bruggink) has resulted in a clear and complete introduction to the essential of marketing management.