9780131001176

Framework for Marketing Management, A

  • ISBN 13:

    9780131001176

  • ISBN 10:

    0131001175

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 01/01/2003
  • Publisher: Prentice Hall
  • Newer Edition

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

A Framework for Marketing Managementis a concise paperback adapted from Philip Kotler's #1 selling book,Marketing Management.A four-part organization covers understanding marketing management, analyzing marketing opportunities, making marketing decisions, and managing and delivering marketing programs. Readers will be able to see how marketing managers have applied key principles in actual company situations, making explicit the connection between theory and implementation at leading firms such as eBay, NTT DoCoMo, Caterpillar, and Starbucks.For anyone interested in the field of marketingand its relationship with the consumer.

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