Marketing management (Book, 2008) []
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Marketing management

Marketing management

Author: Philip Kotler; Kevin Lane Keller
Publisher: New Dehli : Prentice Hall India, ©2008.
Edition/Format:   Print book : English : 13th edView all editions and formats
This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on  Read more...
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Document Type: Book
All Authors / Contributors: Philip Kotler; Kevin Lane Keller
ISBN: 9788120335707 8120335708 9780136009986 0136009980
OCLC Number: 338288839
Description: xxxvii, 662, [124] pages : illustrations ; 26 cm
Contents: pt. 1: Understanding marketing management --ch. 1. Defining marketing for the twenty-first century --ch. 2. Adapting marketing to the new economy --ch. 3. Building customer satisfaction, value, and retention --pt. 2: Analyzing marketing opportunities --ch. 4. Winning markets through market-oriented strategic planning --ch. 5. Gathering information and measuring market demand --ch. 6. Scanning the marketing environment --ch. 7. Analyzing consumer markets and buyer behavior --ch. 8. Analyzing business markets and business buying behavior --ch. 9. Dealing with the competition --ch. 10. Identifying market segments and selecting target markets ...
Responsibility: Philip Kotler, Kevin Lane Keller.


For undergraduate and MBA marketing management and strategy courses. Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in  Read more...


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