Marketing Management: Analysis, Planning, Implementation, and Control

Type

Book

Authors

Philip Kotler

ISBN 10

0132435101

ISBN 13

9780132435109

Tags

Management, Marketing

Description

An analysis of trends and developments in global marketing management. The book includes a section on brand development as one of the keys to successful marketing. Emphasis is placed on managing business processes and core competencies, not just departmental functions. Also emphasized is the importance of teamwork between marketing and all the other functions of the business. Different perspectives are introduced in strategic market planning. The text provides company examples of creative, market-focused action. - from Amzon

Number of Copies