Marketing management

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Marketing management

KOTLER, Philip ; KELLER, Kevin Lane ; SVENDSEN, Eric

MARKETING - MANAGEMENT

Detil Buku

Edisi 14th ed.

Penerbit Boston : Pearson, 2013

Deskripsi Fisik 679 p. : ilus. ; 28 cm.

ISBN 978-0-273-77983-4

Subjek MARKETING - MANAGEMENT

Bahasa Inggris

Call Number 658.8 KOT m

Deskripsi

Indeks : p. I-1-31 ; Marketing Insight and Marketing Memo Boxes. Throughout this text, the Marketing Insight and Marketing Memo boxes provide in-depth conceptual and practical commentary. New in-text boxes: Half are new in this edition. Using actual companies and situations, these boxes cover a variety of products, services, and markets. Marketing in Action Mini-cases: The end-of-chapter sections now include two Marketing in Action mini-cases that highlight innovative, insightful marketing accomplishments from leading organizations. Today’s economic, environmental, and technological changes in marketing: Throughout the new edition, these three areas are addressed with emphasis on marketing during economic downturns and recessions, the rise of sustainability and green marketing, and the increased development of computing power, the Internet, and mobile phones.