Marketing Management (13th Edition) (Marketing Management)
by Philip Kotler, Kevin Keller
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Book Summary Information
Author: Kevin Keller, Philip KotlerEdition: Hardcover
Audio: English (Original Language); English (Unknown); English (Published)
Published: 2008-03-06
ISBN: 0136009980
Number of pages: 816
Publisher: Prentice Hall
Book Reviews of Marketing Management (13th Edition) (Marketing Management)
Book Review: New Edition Marketing text book
Summary: 3 Stars
I purchased this book because it was required text book for my MBA class. It was well written and have many useful information there. The case studies are very informative.
Summary of Marketing Management (13th Edition) (Marketing Management)
Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.
Topics covered include brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, segmentation, targeting, positioning, and integrated marketing communications.
For marketing professionals who place special emphasis to creativity and imagination in marketing management.
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