Title: Marketing Management: Analysis, Planning, Implementation, and Control
Publisher: Pearson College Div
Publication Date: 1999
Language: English
ISBN 10: 0132435101
ISBN 13: 9780132435109
Binding: Hardcover
Condition: As New
Dust Jacket Condition: No Jacket
Weight: 4 pounds

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.

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