Marketing management : analysis, planning, implementation, and control / Philip Kotler.
Material type:
TextSeries: The Prentice Hall international series in marketingPublication details: Upper Saddle River, N.J. : Prentice Hall, c1997.Edition: 9th edDescription: xl, 789, [49] p. : col. ill. ; 26 cmISBN: - 0132435101
- HF 5415.13 .K848 1997b
| Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
Graduate Studies
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DLSU-D GRADUATE STUDIES Graduate Studies | Graduate Studies | HF 5415.13 .K848 1997b (Browse shelf(Opens below)) | Available | 3AEA0000263527 |
An analysis of trends and developments in global marketing management. The book includes a section on brand development as one of the keys to successful marketing. Emphasis is placed on managing business processes and core competencies, not just departmental functions. Also emphasized is the importance of teamwork between marketing and all the other functions of the business. Different perspectives are introduced in strategic market planning. The text provides company examples of creative, market-focused action.
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