Marketing Management

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9780132435109: Marketing Management

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.

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Philip Kotler
Published by Prentice Hall College Div (1999)
ISBN 10: 0132435101 ISBN 13: 9780132435109
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Philip Kotler
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ISBN 10: 0132435101 ISBN 13: 9780132435109
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Kotler, Philip
Published by Prentice Hall College Div
ISBN 10: 0132435101 ISBN 13: 9780132435109
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