Marketing Management: Analysis, Planning, Implementation, and Control

Marketing Management: Analysis, Planning, Implementation, and Control

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by Phillip Kotler
     
 

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Throughout the book, emphasis is placed on the importanceof offering quality, service,and value. It emphasizes theimportance of teamwork between marketing and all the other functions of thebusiness; introduces new perspectives in successful strategic marketplanning; and presents additional company examples of creative,market-focused, and customer-driven action.… See more details below

Overview

Throughout the book, emphasis is placed on the importanceof offering quality, service,and value. It emphasizes theimportance of teamwork between marketing and all the other functions of thebusiness; introduces new perspectives in successful strategic marketplanning; and presents additional company examples of creative,market-focused, and customer-driven action. Kotler underscores theimportance of computers, telecommunications, and other new technologies inimproving marketing planning, and performance.

Editorial Reviews

Booknews
Major features of this textbook, written by the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University, include: a focus on the major decisions that marketing managers and top management face in their efforts to harmonize the organization's objectives with marketplace needs and opportunities; a framework for analyzing recurrent problems using company cases; and an interdisciplinary approach which draws from economics, behavioral science, management theory and mathematics. Annotation c. by Book News, Inc., Portland, Or.

Product Details

ISBN-13:
9780135561508
Publisher:
Prentice Hall Professional Technical Reference
Publication date:
10/01/1987
Edition description:
6th ed
Pages:
848

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