Torben Hansen

The undisputed global bestseller in marketing management that consistently reflect changes in marketing theory and practice A key text both for undergraduate and postgraduate programmes in Marketing Management. An encyclopaedia of marketing, the classic Marketing Management is considered by many as the authoritative book on the subject. Inspired by the US editions, the 5th European edition of this bestselling text offers an overview of marketing through accessible, theoretically rigorous content underpinned by managerial relevance. It explores the challenges facing European marketing practitioners and admirably covers a wide range of concepts examining traditional aspects of marketing and blending them with modern and future themes. Key features of this book include: A structure designed specifically to fit the way the course is taught in EuropeNew and updated in-depth European case studies help readers bridge the gap between knowledge and practiceFocus on digital technologies such as robotics, AI, augmented and virtual reality, and their impact on marketing management skill sets and practicesCoverage of the latest trends and developments in the marketing field, such as social media marketing, ethical issues and sustainability Featuring work from prominent European academics, new practical examples and exercises, it remains one of the most significant textbooks in marketing management.

Strengthen your understanding of the principles of marketing management with this bestselling text. Marketing Management, 4th edition, European Edition, by Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, and Torben Hansen is considered by many as the authoritative text on the subject. The textbook covers a wide range of concepts and issues, accurately reflecting the fast-moving pace of modern marketing. Combining traditional marketing with new concepts, the text maintains accessibility, theoretical rigour, and managerial relevance. Now in its 4th edition, Marketing Management remains current with fresh learning features including: New examples from across the world. The inclusion of European academic thought in the text. A focus on the digital challenges for marketers. The importance of creative thinking and its contribution to marketing practice. Case studies throughout to consolidate understanding. A key text for both undergraduate and postgraduate programmes, this edition will provide you with all the tools you need to be successful in your course.

Retailing and consumer patronage behavior constitute fascinating research areas within the field of marketing. Retailing contributes to an increasing proportion of gross national products and employment but is, however, also faced with problems and opportunities like increased product complexity, rapidly changing consumer expectations, and the introduction of new technologies. Also, consumers are facing markets of increasingly complexity when making decisions on how to conduct their behavior, primarily as a result of new technologies, shorter products life cycles in general, and higher complexity of products and services. In this book, we present and deal with various topics in relation to retailing and consumer patronage behavior. Together, these topics involve different problem settings and draw on different theories, models and statistical techniques. However, it is common to all the results presented in the following chapters (with the exception of chapter II) that they, in total or in part, rest on a major survey, which was conducted by the authors in 1999. Our now retired colleague, Hans Engstrøm participated in preparing this survey and did a great job in providing research ideas. For this, and for many stimulating discussions, we are highly grateful.

Retailing and consumer patronage behavior constitute fascinating research areas within the field of marketing. Retailing contributes to an increasing proportion of gross national products and employment but is, however, also faced with problems and opportunities like increased product complexity, rapidly changing consumer expectations, and the introduction of new technologies. Also, consumers are facing markets of increasingly complexity when making decisions on how to conduct their behavior, primarily as a result of new technologies, shorter products life cycles in general, and higher complexity of products and services. In this book, we present and deal with various topics in relation to retailing and consumer patronage behavior. Together, these topics involve different problem settings and draw on different theories, models and statistical techniques. However, it is common to all the results presented in the following chapters (with the exception of chapter II) that they, in total or in part, rest on a major survey, which was conducted by the authors in 1999. Our now retired colleague, Hans Engstrøm participated in preparing this survey and did a great job in providing research ideas. For this, and for many stimulating discussions, we are highly grateful.