Marketing Management (New Millennium Edition·10th Edition)

Author: Kotler
Publisher:
Publish Date: 2002-01-01
Features: This book is the internationally recognized bible of marketing and is one of the highest-level marketing classics introduced into China. It primarily introduces new content in 21st-century marketing, applies marketing concepts to all product and service market areas, and provides a broad perspective and analytical framework for marketing management. Readers can explore and analyze different components of marketing management, including the definition of marketing and important concepts such as the marketing concept and value, customers and target markets, the marketing mix, relationship marketing, and more. The book briefly discusses the role of strategic marketing in the planning process, the relationship between companies, business units, and marketing strategy, the generation of marketing plans, and other issues. All of these are influenced by economic, political, legal and regulatory, technological, and sociocultural forces in the marketing environment. The book also elaborates on the role of social responsibility and ethics in marketing decisions and discusses the characteristics of marketing in the context of global economic integration, as well as the opportunities and challenges it faces.