Marketing Management: 2nd Edition

Author: Philip Kotler (USA)
Publisher:
Publish Date: 2003-12-01
Features: The Concise Series of Marketing Textbooks includes Marketing Management, Consumer Behavior, and Advertising. Their common characteristics are close to marketing practice, close to readers, and close to the latest theoretical achievements. The content is concise, easy to understand, and highly readable. Overall, these three books perfectly combine theoretical depth and practical applicability, making them suitable as course textbooks and reference materials for business administration students, especially those majoring in marketing. At the same time, for individuals aspiring to excel in the field of marketing, these books serve as an excellent gateway. This book is a condensed version of the classic textbook Marketing Management (11th Edition) by the internationally renowned marketing authority, Professor Philip Kotler. It reflects the theoretical advancements and practical innovations in marketing management in recent years in a concise language and moderate length.