Kotler, Philip

Marketing management / Philip Kotler, Kevin Lane Keller - 15a. ed. - 1 recurso en línea (714 páginas, 118 paginación varía): ilustraciones

Understanding Marketing Management - Capturing Marketing Insights - Connecting with Customers - Building Strong Brands - Creating value - Delivering value - Communicating value - Conducting marketing responsibly for Long Term Success

Acceso en línea, autorizado para usuarios “eBooks 7-24”

The 15th edition of Marketing Management is a landmark entry in the long successful history of the market leader. With the 15th edition, great care was taken to provide an introductory guide to marketing management that truly reflects the modern realities of marketing. In doing so, classic concepts, guidelines, and examples were retained while new ones were added as appropriate. Three broad forces—globalization, technology, and social responsibility—were identified as critical to the success of modern marketing programs. These three topics are evident all through the text. As has been the case for a number of editions now, the overriding goal of the revision for the 15th edition of Marketing Management was to create as comprehensive, current, and engaging a MBA marketing textbook as possible. Where appropriate, new material was added, old material was updated, and no longer relevant or necessary material was deleted.

9781292092621 9781292092713


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