Marketing Management
Marketing Management by Philip Kotler is a comprehensive resource published by Pearson College Div on February 25, 2008. This 13th edition spans 816 pages and is presented in English. The book serves as a foundational text in the marketing management discipline, reflecting contemporary changes in marketing theory and practice.
Readers will find an in-depth exploration of various marketing topics, including brand equity, customer value analysis, and integrated marketing communications. The content is designed for marketing professionals who prioritize creativity and imagination in their approach to marketing management. This edition addresses essential concepts such as segmentation, targeting, and supply chain management, making it a valuable reference for those looking to enhance their understanding of the field.
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Product Description Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice. Topics covered include brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, segmentation, targeting, positioning, and integrated marketing communications. For marketing professionals who place special emphasis to creativity and imagination in marketing management.
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