Tsinghua NBA Core Course English Edition Textbook Marketing Management 10th Edition

Author: Philip Kotler
Publisher:
Publish Date: 2004-02-01
Features: The author, Philip Kotler, is one of the authorities in the field of marketing studies in the United States. This book, "Marketing Management," has been widely applied in teaching and practice and has gained universal recognition. The 10th edition is composed of five parts: Understanding Marketing Management, Analyzing Marketing Opportunities, Developing Marketing Strategies, Making Marketing Decisions, and Managing and Implementing Marketing Programs. This edition retains the fundamental features of previous editions, such as being management-oriented, providing analytical methods, extending from foundational disciplines, covering a broad scope, and being generally applicable, among others. At the same time, to address the emerging trends in the economic field of the 21st century, the 10th edition has made the following adjustments: First, it has been reduced from 24 chapters to 22 chapters, with some structural adjustments to make it more rational; Second, it has increased the discussion on online marketing and e-commerce, analyzing how to engage in online marketing and the hopes and challenges it brings; Third, it has updated and added cases related to e-commerce businesses, internet businesses, and service businesses, making the cases more diverse and enriching; Fourth, it has added very practical new exercises at the end of each chapter to help students tackle real-world marketing challenges. This book can be used as a textbook for MBA students, senior undergraduate and graduate students in universities, as well as a reference for research and practical work.