Description - Marketing Management by Philip T. Kotler
The Internet and its uses and effects. Demand chain and supply chain management. Customer relationship management and partner relationship management. Alternative go-to-market channels. Brand building and brand asset management. Boxed Features This edition also has three box series: - New Feature! Marketing for the New Economy - Marketing Memos - Marketing Insights End-of-Chapter Exercises - New! Marketing Debate Each chapter now features a question asking students to take sides on an issue. - New! Online Marketing Today exercises focus on e-business and e-commerce, and send students to the company Web site to complete the assignment. - Marketing and Advertising exercises focus on real companies and include the ads; they give the student practice in analyzing the marketing objectives advertising is intended to realize. - You're the Marketer asks students to make a formal marketing plan using the hypothetical example of the Sonic PDA from chapter 4; it is linked to the Marketing Plan Pro software and the Marketing Plan Pro supplement. - Managerial Orientation.
This book focuses on the major decisions marketing managers and top management face in their efforts to harmonize the organization's objectives, capabilities, and resources with marketplace needs and opportunities. - Analytical Approach. This book presents a framework for analyzing recurrent problems in marketing management. Cases and examples illustrate effective marketing principles, strategies, and practices. - Multidisciplinary Perspective. This book draws on the rich findings of various scientific disciplines - economics, behavioral science, management theory, and mathematics - for fundamental concepts and tools. - Universal Applications. This book applies marketing thinking to the complete spectrum of marketing: products and services, consumer and business markets, profit and nonprofit organizations, domestic and foreign companies, small and large firms, manufacturing and intermediary businesses, and low- and high-tech industries. - Comprehensive and Balanced Coverage. This book covers all the topics an informed marketing manager needs to understand to carry out strategic, tactical, and administrative marketing.
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