Principles of Marketing, Activebook 2.0

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9780130418142: Principles of Marketing, Activebook 2.0
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This paperback book is invaluable as a guide for readers interested in learning the principles of marketing. Readers can personalize the material by adding notes and comments and utilizing the dynamic online resources, allowing them to learn about marketing in an exciting and real-life manner. Topics covered in this “workbook” include: understanding marketing and the marketing process (managing profitable customer relationships); developing marketing opportunities and strategies (managing marketing information, consumer and business markets, consumer and business buying behavior); developing the marketing mix (product, service, branding, and pricing strategies); managing marketing (creating competitive advantage); and the global marketplace. This activebook is perfect for the marketing manager, department head, or other marketing personnel; its comprehensive appendices make this a perfect reference for the office or home.

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About the Author:

Philip Kotler, widely considered to be the world's leading marketing guru, is the S.C. Johnson Distinguished Professor of International Marketing at Kellogg Graduate School of Management at Northwestern University. He is the author and co-author of sixteen books, including Marketing Management, Marketing of Nations and Kotler on Marketing. He also acts as a consultant to many major multinationals and has lectured extensively in Asia and North America. Hermawan Kartajaya is Leading Service Officer of MarkPlus & Co., a strategy consulting firm in Indonesia. He is also the President of Asia-Pacific Marketing Federation (APMF, 1998-2000) and the Vice-Chairman of the World Marketing Association (WMA, 1999-2000). His Sustainable Marketing Enterprise model provides the foundation for building both sustainable economies and companies. He has helped many leading Asian companies create sustainable strategies in the past decade. Additional case studies were contributed by Michael Alan Hamlin, author of The New Asian Corporation and managing director of Team Asia, a business consulting group and speaker's bureau.

Review:

"The ACTIVEBOOK is wonderful. I like how I don't have to carry it around. I think the Active Concept Checks are the best, and I like how there is a link for all of the vocabulary words." - Melanie Newman, Northeastern University student "I think the best thing about ACTIVEBOOK by Kotler & Armstrong is it gives you more options to study with, instead of just reading through a book page after page." - Rusty Gackle, Florida State University student

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Philip Kotler; Gary Armstrong
Published by Prentice Hall (2004)
ISBN 10: 0130418145 ISBN 13: 9780130418142
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Kotler, Philip; Armstrong, Gary
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