Summary and Info
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.
More About the Author
Philip Kotler (born May 27, 1931 in Chicago, Illinois) is an American marketing author, consultant, and professor; currently the S. C.
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