Marketing Management and Strategy: A Reader - Softcover

 
9780135584538: Marketing Management and Strategy: A Reader
Softcover
ISBN 10: 0135584531 ISBN 13: 9780135584538
Verlag: Prentice Hall College Div, 1987

Inhaltsangabe

This collection of 39 articles provides a broad overview of various marketing situations drawn from real businesses and companies, introduces readers to analytical techniques, and illustrates the use of both behavioral and quantitative concepts.

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Reseña del editor

This collection of 39 articles provides a broad overview of various marketing situations drawn from real businesses and companies, introduces readers to analytical techniques, and illustrates the use of both behavioral and quantitative concepts.

Biografía del autor

Philip Kotler, widely considered to be the world's leading marketing guru, is the S.C. Johnson Distinguished Professor of International Marketing at Kellogg Graduate School of Management at Northwestern University. He is the author and co-author of sixteen books, including Marketing Management, Marketing of Nations and Kotler on Marketing. He also acts as a consultant to many major multinationals and has lectured extensively in Asia and North America. Hermawan Kartajaya is Leading Service Officer of MarkPlus & Co., a strategy consulting firm in Indonesia. He is also the President of Asia-Pacific Marketing Federation (APMF, 1998-2000) and the Vice-Chairman of the World Marketing Association (WMA, 1999-2000). His Sustainable Marketing Enterprise model provides the foundation for building both sustainable economies and companies. He has helped many leading Asian companies create sustainable strategies in the past decade. Additional case studies were contributed by Michael Alan Hamlin, author of The New Asian Corporation and managing director of Team Asia, a business consulting group and speaker's bureau.

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Verlag
Prentice Hall College Div
Erscheinungsdatum
1987
Sprache
Englisch
ISBN 10 
0135584531
ISBN 13 
9780135584538
Einband
Tapa blanda
Anzahl der Seiten
416
Herausgeber
Kotler Philip
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Riccardo Bacigalupo
riccardo.bacigalupo@sanoma.it

Sanoma Italia Via Arconati, 1 �
Milano
20135
Italien

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