Principles of Marketing Management, 8th Edition
A comprehensive introduction to modern marketing management, balancing foundational theory with digital-first practice. This 8th edition features 25 new case studies from leading brands and a dedicated chapter on AI-driven marketing analytics.
Highlights
- 18 chapters spanning strategy, research, consumer behaviour, and brand management
- 25 new case studies from global and regional brands
- Dedicated chapter on marketing analytics and AI tools
- End-of-chapter exercises with discussion questions
- Online companion: video interviews, self-assessment quizzes, and instructor resources
Book Details
| Author |
Prof. Amanda Chen |
| Publisher |
Pearson Academic |
| Edition |
8th (2025) |
| Pages |
614 |
| ISBN |
978-1-23-456789-0 |
| Format |
Paperback with 12-month online access code |
