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Marketing Management (13th Edition) by Philip T. Kotler, Kevin Lane Keller

By Philip T. Kotler, Kevin Lane Keller

Kotler/Keller is the optimum within the advertising administration self-discipline since it keeps to mirror the most recent alterations in advertising and marketing thought and perform. issues lined comprise model fairness, buyer price research, database advertising and marketing, e-commerce, price networks, hybrid channels, offer chain administration, segmentation, concentrating on, positioning, and built-in advertising and marketing communications. For advertising execs who position unique emphasis to creativity and mind's eye in advertising administration.

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One goes to the crowded counter and waits to hand the barista cards for two free peppermint lattes. The other sits at a table and opens her Lenovo ThinkPad R60 notebook computer. Within a few seconds she connects to the Internet, courtesy of Starbucks' deal with China Mobile to provide its customers with wireless access to HotSpots on the China Mobile Network. com-the Chinese search engine market leader-to search for infor­ mation about the latest online game release from China's Shanda Interactive.

Marketers do not create needs: Needs preexist marketers. Marketers, along with other societal factors, influence wants. Marketers might promote the idea that a Mercedes would satisfy a person's need for social status. They do not, however, create the need for social status. Understanding customer needs and wants is not always simple. Some customers have needs of which they are not fully conscious, or they cannot articulate these needs, or they use words that require some interpretation. What does it mean when the customer asks for a "powerful" lawnmower, a "fast" lathe, an "attractive" bathing suit, or a "restful" hotel?

A great amount of information about practically anything. People can read almost any newspaper in any language from anywhere in the world. They can access online ency­ clopedias, dictionaries, medical information, movie ratings, consumer reports, and count­ less other information sources. • Greater ease in interacting and placing and receiving orders. Today's buyers can place orders from home, office, or mobile phone 24 hours a day, 7 days a week, and quickly receive goods at their home or office.

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