Marketing Management (New Millennium Edition, 10th Edition) (Marketing Series of Business Management Classics Translation Series)

Author: Philip Kotler, translated by Mei Ruhe, Mei Qinghao, and Zhou Anzhu
Publisher:
Publish Date: 2005-03-01
Features: This book is the internationally recognized bible of marketing and is the highest-level classic marketing textbook introduced in China. It focuses on introducing new content in 21st-century marketing, applies marketing concepts to all product and service market fields, 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. Issues such as the relationship between companies, business units, and marketing strategy, the development of marketing plans, and others are addressed. 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, along with the opportunities and challenges it faces in the context of global economic integration.