A framework for marketing management /
Kotler, Philip.
A framework for marketing management / - 5th ed. International ed. - Upper Saddle River, N.J. : Prentice Hall, c2012. - xv, 352 p. :
"'The fifth edition of A framework for marketing management' is a concise paperback adapted from Philip Kotler and Kevin Lane Keller's fourteenth edition of 'Marketing management'"--Preface.
Includes bibliographical references and index.
Building on the broad theme of holistic marketing, this edition explores the vital role of creativity and innovation in successful marketing. Other major themes include customer value creation, marketing ethics and social responsibility, and marketing accountability. Another key theme is the impact of technology on contemporary marketing, driving developments as diverse as podcasts and marketing dashboards.
0130185256 9780273752516 (pbk) 0273752510
Marketing
Marketing management
HF5415.13 / .K636 2012
658.8 / KOT
A framework for marketing management / - 5th ed. International ed. - Upper Saddle River, N.J. : Prentice Hall, c2012. - xv, 352 p. :
"'The fifth edition of A framework for marketing management' is a concise paperback adapted from Philip Kotler and Kevin Lane Keller's fourteenth edition of 'Marketing management'"--Preface.
Includes bibliographical references and index.
Building on the broad theme of holistic marketing, this edition explores the vital role of creativity and innovation in successful marketing. Other major themes include customer value creation, marketing ethics and social responsibility, and marketing accountability. Another key theme is the impact of technology on contemporary marketing, driving developments as diverse as podcasts and marketing dashboards.
0130185256 9780273752516 (pbk) 0273752510
Marketing
Marketing management
HF5415.13 / .K636 2012
658.8 / KOT