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Loading... Marketing Managementby Philip Kotler, Kevin Keller
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Sign up for LibraryThing to find out whether you'll like this book. No current Talk conversations about this book. This is THE textbook on marketing but sadly much too technical and scholarly in its style for most managers to read. However, I'd strongly recommend that anyone with a serious interest in becoming truly professional as a marketeer should keep it on your desk and just open it at any page now and again to find and enjoy new insights about your chosen trade. ( ) This highly-esteemed and widely adopted classic has long been considered the most student accessible text for the management courses in marketing. The eleventh edition, expanded yet streamlined, builds on the fundamental strengths of the past editions while highlighting recent trends and developments in marketing. The text is woven around an emphasis on four key themes: -- Customer Relationship Management -- Brand Building -- Internet/Technology Revolution -- Marketing Around the Globe It explores how the traditional theories and practices of marketing management are responding to emerging technological and market realities. Written with a multidisciplinary perspective, this balanced, comprehensive coverage also addresses the needs of practicing managers to understand the strategic, tactical and administrative aspects of marketing against the new challenges and opportunities in the marketplace. Supplemented by diverse examples, illustrations, case studies, and stimulating exercises, the text brings the essentials of the subject into sharp focus, enhancing student confidence in identifying and resolving problems. New to this Edition and Special Features:- -- An entirely NEW Chapter 2 focuses on the impact of the Internet on marketing and consumers. -- Numerous examples of online companies and marketing illustrate how technology is changing business theory and practice. -- Chapters 19 and 21 dealing with marketing's communication function merged into a single NEW Chapter 20. -- NEW ideas and emerging trends in marketing explored in greater detail. -- NEW published research findings added to every topic. -- Over 100 NEW examples and minicases of good and bad company marketing practices added to supplement/replace older examples. -- The application section includes several NEW types of challenging practical exercises. -- Updated marketing memo and marketing insight boxes in addition to completely NEW Marketing for the New Economy boxes. -- NEW Marketing Debate and Online Marketing Today questions added to end-of-chapter exercises. -- Companion Website : www.prenhall.com/kotler no reviews | add a review
The book on marketing Management to the students of Bachelor of Management Studies. This book is written on the lines of the Syllabus prescribed by the University of Mumbai. Case studies have been included to enable the students to learn the application of marketing principles. No library descriptions found.
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Google Books — Loading... GenresMelvil Decimal System (DDC)658.8Technology Management and auxiliary services Management Of MarketingLC ClassificationRatingAverage:
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