Basic Marketing: 15th Edition

Author: (USA) Philip Kotler et al.
Publisher:
Publish Date: 2006-11-01
Features: This book discusses marketing and marketing strategy planning, covering topics such as marketing strategy planning, fully implementing marketing strategies through market segmentation and positioning, retailers, wholesalers, and their respective strategic plans. At its core, marketing and marketing strategy planning involve how to perfectly satisfy customers. This edition has made hundreds of small and large additions, revisions, and improvements to the textbook and supplementary materials to help readers better understand and learn the fundamentals of marketing. Marketing is a leading marketing course, using an innovative structure, the 4P approach, and a focus on management. Shortly after its publication, it became one of the best-selling business textbooks, as it summarizes the finest ideas in marketing, making it easy for readers to understand and apply. These ideas consistently emphasize: how managers should make routine marketing decisions, how to identify which customers to focus on, and how to meet their needs. As Marketing and its supplementary materials have been released in multiple editions, marketing management and the marketing environment have been changing. Some changes have been dramatic, while others have been subtle. Accordingly, we have updated the textbook in a timely manner to reflect the best practices and ideas in marketing. Through all these changes, within the field of leading marketing, Marketing and its supplementary materials have been used more widely than any other textbook. It is gratifying that the structure centered around the 4P framework has proven effective and is favored by millions of teachers and students.