Raftul cu initiativa Book Archive


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.

Show description

Read or Download Marketing Management (13th Edition) PDF

Best marketing books


We're in an age of knowledge overload, and an excessive amount of of what we watch, listen and skim is wrong, deceitful or perhaps risky. but you and that i can take keep watch over and make media serve us -- we all -- via being lively shoppers and individuals. Here's how.

Internationales Marketing-Management

Mit einer fundierten und umfassenden Darstellung des internationalen Marketing-Management wendet sich dieses Buch sowohl an Studierende als auch an Praktiker. Es behandelt ausführlich das strategische internationale advertising and marketing, den internationalen Einsatz des Marketing-Instrumentariums, das internationale Marketing-Controlling, die internationale Marketing-Organisation sowie das Human source administration in foreign tätigen Unternehmen.

Global Marketing: Foreign Entry, Local Marketing, and Global Management, 5th Edition

Johansson’s international advertising, 5/e makes use of a three-pronged framework to arrange the dialogue of ways to behavior international company: overseas access, neighborhood advertising, and international administration. Johansson seeks to strengthen the numerous abilities a advertising and marketing supervisor has to be profitable in every one of those initiatives. In international access, in worldwide administration, and to a wide volume while an area marketer out of the country, the worldwide marketer wishes abilities that the house makes experience-or the traditional advertising text-have hardly taught.

Additional resources for Marketing Management (13th Edition)

Example text

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.

Download PDF sample

Rated 4.93 of 5 – based on 48 votes