A framework for marketing management /
Material type:
TextPublication details: Upper Saddle River, N.J. : Prentice Hall, c2012.Edition: 5th ed. International edDescription: xv, 352 pISBN: - 0130185256
- 9780273752516 (pbk)
- 0273752510
- 658.8 KOT
- HF5415.13 .K636 2012
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Browsing CBN BAUCHI BRANCH LIBRARY shelves, Shelving location: General Stacks, Collection: Non-fiction Close shelf browser (Hides shelf browser)
| 658.8 JEF Modern marketing / | 658.8 KEE Global marketing / | 658.8 KOT Marketing management / | 658.8 KOT A framework for marketing management / | 658.8 KOT Marketing management / | 658.8 KOT Marketing management / | 658.8 KOT Principles of marketing / |
"'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.
oif 08/05/13
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