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Marketing Management: International Edition, 13th Edition
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Description
For undergraduate and MBA marketing management and strategy courses.
Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.
Philip Kotler, Northwestern University
Kevin Lane Keller, Dartmouth College
Features
For undergraduate and MBA marketing management and strategy courses.
Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.
Holistic Marketing
To address all various shifts in marketing, good marketers are practicing holistic marketing - the development, design, and implementation of marketing programs, processes, and activities that help students recognize the breadth and interdependencies of today’s marketing environment. Four key dimensions include:
· 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, multi-faceted 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.
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The following terminology applies to these Terms and Conditions, Privacy Statement and Disclaimer Notice and any or all Agreements: “Client”, “You” and “Your” refers to you, the person accessing this website and accepting the Company’s terms and conditions. “The Company”, “Ourselves”, “We” and “Us”, refers to our Company. “Party”, “Parties”, or “Us”, refers to both the Client and ourselves, or either the Client or ourselves. All terms refer to the offer, acceptance and consideration of payment necessary to undertake the process of our assistance to the Client in the most appropriate manner, whether by formal meetings of a fixed duration, or any other means, for the express purpose of meeting the Client’s needs in respect of provision of the Company’s stated services/products, in accordance with and subject to, prevailing English Law. Any use of the above terminology or other words in the singular, plural, capitalisation and/or he/she or they, are taken as interchangeable and therefore as referring to same.
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Confidentiality
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Communication
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