Marketing Management. 16th edition. Keller K.L., Kotler F., Chernev A.

The world of marketing is changing every day. Continuing globalization, achievements in the field of technology, electronic commerce and digital communications, increasingly impact of social networks and the widespread use of big data analysts, automation of marketing and artificial intelligence made adjustments to many industries and opened doors for the introduction of new business models.

The 16th edition of the famous work of the Classic Colarus Classics reflects the latest marketing theory and practice, is distinguished by an ordered organization of content, updated materials and new examples that reflect the latest changes in the market. The tools and main approaches are described in the analysis of frequent problems in marketing management, cases and examples illustrate marketing strategies and methods.

The publication is addressed to managers and owners of companies, professional marketers, as well as students studying in the direction of training " Management ".