Marketing Management: Analysis, Planning, Implementation, and Control (9th Ed.)

Kotler, Philip

ISBN 10: 0132435101 / ISBN 13: 9780132435109

Published by Prentice Hall, Upper Saddle River, NJ, 1997

About this Item

xl, 789 pp., plus appendices. Third printing.

Seller Inventory # 043132

Bibliographic Details

• Title: Marketing Management: Analysis, Planning, Implementation, and Control (9th Ed.)
• Publisher: Prentice Hall, Upper Saddle River, NJ
• Publication Date: 1997
• Language: English
• ISBN 10: 0132435101
• ISBN 13: 9780132435109
• Binding: Hardcover
• Edition: Ninth Edition
• Condition: Fine
• Dust Jacket Condition: No Jacket

About this title

Synopsis

An analysis of trends and developments in global marketing management. The book includes a section on brand development as one of the keys to successful marketing. Emphasis is placed on managing business processes and core competencies, not just departmental functions. Also emphasized is the importance of teamwork between marketing and all the other functions of the business. Different perspectives are introduced in strategic market planning. The text provides company examples of creative, market-focused action.

From the Back Cover

Key Benefit: Throughout the book, emphasis is placed on the importance of offering quality, service, and value. Key Topics: It emphasizes the importance of teamwork between marketing and all the other functions of the business; introduces new perspectives in successful strategic market planning; and presents additional company examples of creative, market-focused, and customer-driven action. Kotler underscores the importance of computers, telecommunications, and other new technologies in improving marketing planning, and performance.