Marketing managementUpplaga 11

The new edition of this classic, worldwide bestseller by Philip Kotler highlights the most recent developments in technological and global marketing whilst building on the fundamental strengths of previous editions. NEW - An emphasis on these 4 themes is woven throughout the text - Customer Relationship Management, Internet/Technology Revolution, Brand Building, and Marketing around the Globe. NEW - New Chapter 2, Adapting Marketing to the New Economy - Focuses on the impact of the Internet and new technologies on marketing and consumers. Helps students learn how to adapt their marketing strategies and management to the new technological and global realities. NEW - Hundreds of exciting new cases and discussions of new companies - Including Staples, Red Bull, Earthlink, Palm, GM, and Gap. Based on reviewer feedback, many classic cases have also been retained and thoroughly updated. NEW - New concepts and ideas - Explored and explained in greater detail: Internet marketing, the New Economy, reverse marketing, experiential marketing, buzz marketing, viral marketing, guerilla marketing, high tech product marketing, industry convergence, cyberconsumers, customer relationship management, and much more. Keeps student abreast of the latest ideas and emerging trends in the field. NEW - Marketing for the New Economy boxes. Focuses students on the effects of market and technological changes on marketing and marketing management. NEW - New End-of-Chapter Exercises - Including Marketing Debate and Online Marketing Today. Prompts students to takes sides on an issue and use the Internet to complete assignments.