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In the top-selling Marketing Management (14th Edition), renowned authors and professors Philip Kotler and Kevin Keller establish contemporary standards in the business discipline, emphasizing the application of advertising, promotion, and sales techniques to actual cases and illustrating how real-life companies manage their marketing activities and...
In the top-selling Marketing Management (14th Edition), renowned authors and professors Philip Kotler and Kevin Keller establish contemporary standards in the business discipline, emphasizing the application of advertising, promotion, and sales techniques to actual cases and illustrating how real-life companies manage their marketing activities and resources. The constant changes in marketing practices and strategies – mostly spurred by globalization – are reflected in this edition (ISBN 9780132102926). It covers present-day concerns, including integrated marketing communications and e-commerce, and ties them in them with the classical theories in managing advertising, sales promotion, direct marketing, and public relations. Marketing Management (14th Edition) is written for intermediate-level marketing students who want to keep track of the latest trends in identifying market segments and selecting the most appropriate target markets, dealing with competition, and designing and managing value networks and marketing channels. Through this book, Philip Kotler and Kevin Keller aim to help students develop innovation and creativity so that they can intelligently apply key marketing concepts when planning strategies, doing research, and analyzing buyer behavior and consumer markets. Helpful sections on building customer satisfaction, value, and retention, as well as developing price strategies and programs are also discussed in detail. Philip Kotler is a professor at the Northwestern University, while co-author Kevin Keller is a professor at Darthmouth College's Tuck School of Business and a former member of the faculties of the Stanford Graduate School of Business, University of North Carolina, and University of California. Together, they provide students with precise tactical guidelines in real-life marketing.
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