Marketing management /
Philip Kotler, Northwestern University, Kevin Lane Keller, Dartmouth College.
Description
- Language(s)
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English
- Published
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Boston : Pearson, [2016]
- Edition
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15 [edition].
- Summary
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Emphasize the many aspects of marketing. Four key dimensions of holistic marketing are woven throughout the text: Internal marketing—ensuring everyone in the organization embraces appropriate marketing principles, especially senior management. Integrated marketing—ensuring that multiple means of creating, delivering, and communicating value are employed and combined in the best way. Relationship marketing—having rich, multifaceted relationships with customers, channel members, and other marketing partners. Performance marketing—understanding returns to the business from marketing activities and programs, as well as addressing broader concerns and their legal, ethical, social, and environmental effects.
- Physical Description
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xxii, 692 pages, 118 variously numbered pages :
color illustrations ;
29 cm.
- ISBN
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0133856461 (student edition)
9780133856460 (student edition)
Viewability