Kotler/Keller is the gold sta ndard in the marketing management discipline because it continues to reflect the latest changes in marketing theo r y a nd practice. Topics covered include bra nd equity, customer value analysis, databa se marketing, e-commerce, value netwo r ks, hybrid channels, supply chain management, segmentation, targeting, positioning, a nd integrated marketing communications. Fo r marketing professionals who place special emphasis to creativity a nd imagination in marketing management.