She received her Ph.A focus on the increasing use of creative marketing techniques and innovation. The interactive elements include features such as using an online e-text with search, highlighting and note-taking functions; printing reading assignments with notes; access to case stimulation and end-of-chapter activities. The featured videos and advertisements will help link concepts to applications. An additional free online chapter concerning 'Marketing Future Challenges'. Students of management are expected to be well aware of the unique challenges of these markets when they go through any management program. This textbook covers admirably the wide range of concepts and issues and accurately reflects the fast-moving pace of marketing in the modern world, examining traditional aspects of marketing and blending them with modern and future concepts. MyMarketingLab MML Available separately, MML is an online tutorial and assessment platform correlated to the book that provides interactive elements and hands-on exercises for students. This provides more relevant context for students in Asia. Her research and teaching interests are in Asian advertising and consumer behavior. Instructor Resources Description All the accessibility, theoretical rigour and managerial relevance of the global best-seller Marketing Management plus European structure, European examples, the work of European academics and bespoke online resources. His research focuses on consumer behavior, sales management, and marketing research. Professor Kotler has also received the Paul D. Explores marketing management challenges in greater depth.
The in-text boxes provide in-depth conceptual and practical commentary which use actual companies and situations to cover a variety of products, services and markets. Indian business schools have suffered a dearth of Indian cases, especially ones that offer consumer insights that challenge students.
A whole chapter on exploring European marketing metrics. A selection of topic templates to practice drawing up marketing plans for example are also included. Prof Tan is also independent director of several publicly listed companies.
An accompanying website for students that matches the US book for variety and quality in terms of video cases, testing materials and quality, but is built specifically for this European edition. The updated content places its emphasis on marketing during economic downturns and recessions, the rise of sustainability and green marketing, and the increased development of computing power, the Internet and mobile phones.
The inclusion of the work of prominent European academics.