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Marketing Management
Author: Philip Kotler

Publisher: Prentice-hall India
ISBN: 9788120316096
Pages: 792
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The Millennium edition is the most appropriate name to the tenth edition of this world's best classic text as it appears just as the new millennium begins. The author retains the best of past theory and practice and introduces new marketing ideas, tools and practices that companies need in the new millennium. Hundreds of minicases have been added to illustrate what leading companies are doing to meet the challenges of the new environment. Throughout the book it is shown how e-commerce and world wide web are dramatically altering the marketing landscape.This tenth edition continues to build on the fundamental strengths of past editions:· in managerial orientation, by focusing on the major decisions that marketing managers and top management encounter.· in analytical approach, by presenting a framework for analysing recurrent problems in marketing management.· in basic disciplines perspective, by drawing from other disciplines _ economics, behavioural science, management theory and mathematics _ for fundamental concepts and tools. · in universal applications, by applying marketing thinking to the complete spectrum of products, services, consumer and business markets, profit and nonprofit organizations, domestic and foreign companies, small and large firms, manufacturing and intermediary business and low and high-tech industries.· in coverage, by extending its reach to all the topics that an informed marketing manager needs to understand: the major issues in strategic, tactical and administrative marketing.