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Marketing management

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Marketing Management by Philip Kotler and Kevin Lane Keller is a comprehensive book that explains the principles, strategies, and applications of modern marketing management. The book discusses how organizations identify customer needs, create value, build strong customer relationships, and achieve competitive advantage in dynamic markets. It emphasizes the importance of understanding consumer behavior, market segmentation, targeting, positioning, and integrated marketing strategies.

The authors also examine key topics such as product development, branding, pricing strategies, distribution channels, digital marketing, marketing communications, and global marketing. In addition, the book highlights the role of data analysis, customer relationship management, and innovation in achieving long-term business success. Through practical examples and case studies, Marketing Management provides both theoretical foundations and real-world applications, making it one of the most widely used references in marketing education and business practice worldwide.

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Availability

Detail Information

Series Title

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Call Number

658.8 KOT m

Publisher

Boston : Pearson., 2012

Collation

679 p. : ill. ; 28 cm.

Language

English

ISBN/ISSN

978-0-273-75336-0

Classification

658.8

Content Type

-

Media Type

-

Carrier Type

-

Edition

ed. 14

Subject(s)

Digital marketing
Marketing
Management
Strategic Marketing
Business Marketing
Marketing Strategy

Specific Detail Info

Global edition

Statement of Responsibility

Kotler, Philip

Other version/related

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