Marketing Management

The world of marketing is changing every day. Ongoing globalization, advancements in technology, e-commerce and digital communications, the increasing influence of social media and widespread use of big data analytics, marketing automation, and artificial intelligence have made adjustments in many... industries and opened doors for the implementation of new business models.The new 16th edition of the famous work by marketing classic Philip Kotler reflects the latest marketing theory and practice, features an organized content structure, updated materials, and new examples that showcase the most recent changes in the market. Tools and key approaches used in analyzing common issues in marketing management are described, while case studies and examples illustrate marketing strategies and methods.This edition is aimed at company executives and owners, professional marketers, as well as students studying in the field of Management.'