MARKETING MANAGEMENT: INTERNATIONAL EDITION

Autore: KOTLER P. KELLER K. Casa Editrice: Pearson Education  Anno Edizione: 2008 Edizione: 13 ISBN: 0-13-135-797-2 Pagine: 816 Costo: 84,95 Euro (*) Materia: Management - Qualità Marketing Lingua: Inglese

Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice. Topics covered include brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, segmentation, targeting, positioning, and integrated marketing communications. For marketing professionals who place special emphasis to creativity and imagination in marketing management.