Marketing Management and Strategy: A Reader - Softcover

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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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.

Details zur Ausgabe

• 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