"Marketing Management (16th Edition, Full Color Edition)" Author: [USA] Philip Kotler / Kevin Lane Keller Publisher: CITIC Publishing Group

Introduction · · · · · ·
[Full-color four-color printing, a beautiful version that enhances the reading experience]

Marketing Management (16th Edition, Full Color Edition) is the latest edition of the work of Philip Kotler, one of the world's leading marketing authorities and Distinguished Professor (Emeritus Professor) of International Marketing at the Kellogg School of Management at Northwestern University. Marketing Management has been a global bestseller for 55 years and has been translated into more than 20 languages, and is known as the "Marketing Bible."

After half a century of accumulation and continuous updating, "Marketing Management" has always stood at the forefront of marketing practice and is regarded as a benchmark by managers and business schools around the world.

In the latest 16th edition, the author uses a new structure to elaborate on seven aspects: the basic principles of marketing management, market characteristics, marketing strategy planning, design value, communication value, delivery value, and growth management, to help readers formulate marketing strategies and plans, create and spread brands, and realize the long-term value of the enterprise.