Marketing: Principles and Practice

A management-oriented approach

By: Marc Opresnik, Svend Hollensen

Narrated by: Virtual Voice

Marketing: Principles and Practice, 5th edition

“The Standard Work of Holistic Marketing”: Phil Kotler

This updated and expanded 5th edition of this classic, voted one of the best marketing books in the world by Domendos.com, provides a comprehensive grounding in marketing and strategic marketing management. The book provides an easy-to-understand overview of the latest developments including metaverse and AI. This edition has also been enriched with up-to-date company case studies that show how tools and strategies are applied in practice. In addition, this standard work of holistic marketing is structured according to the marketing management process, giving both students and practitioners a holistic overview.

In keeping with the book's integrative approach and the triple bottom line approach with the pillars "People, Planet, Profit", each book donates 1 meal for 1 person in need through the UN WFP's "ShareTheMeal" initiative.

"In one word: Unique. In two words: A milestone. In one sentence: This easy-to-read book demonstrates through case studies and practical examples as well as the holistic presentation why it is simply the standard work of holistic marketing."

Christoph Schweizer, Managing Director, TraveKom GmbH

“This groundbreaking book redefines the essence of successful marketing by masterfully integrating the triple bottom line approach, offering a holistic perspective that balances profit, people, and the planet. It's a must-read for forward-thinking students and leaders alike and the standard work of holistic marketing management aiming to drive innovation and build sustainable value for every stakeholder.”

Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University

The authors

Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark. He is the author of globally published textbooks and several articles in well-recognised journals. Svend Hollensen has also worked as a consultant for several multinational companies, as well as global organizations like the World Bank.

Marc Oliver Opresnik is a Distinguished Professor of Marketing at the Technische Hochschule Lübeck as well as a Member of the Board of Directors at SGMI Management Institute St. Gallen and TEDx Speaker. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world’s most renowned marketing, management and negotiation experts.