Marketing Management by Philip Kotler
Analysis, Planning and Control

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The ninth edition of this best-selling classic marketing management text reflects the recent trends and developments in global marketing. The new edition emphasises the importance of teamwork between marketing and all 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. Kloter underscores the importance of computers, telecommunications and other new technologies in improving marketing planning and performance.

About Philip Kotler

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Published January 1, 1980 by Prentice-Hall. 736 pages
Genres: Business & Economics, Professional & Technical. Non-fiction

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It was at first focused on transactional marketing, but it now pays much more attention to relationship marketing, the idea of customer loyalty as the means to build a whole series of sales out of a single transaction.

Sep 12 2008 | Read Full Review of Marketing Management: Analysi...

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