Marketing Management Framework (2nd Edition) (English Photocopy Edition)

Author: [USA] Philip Kotler
Publisher:
Publish Date: 2004-07-01
Features: "Marketing Management Architecture" is the foundational part of Kotler's marketing management textbook "Marketing Management," specifically a condensed version of the 10th edition of "Marketing Management." It has been adopted as a textbook by renowned universities such as Northwestern University, Stanford University, and MIT. The book consists of four parts: Market Management, Analytical Methods, Management Decisions, and Delivering and Managing Marketing Programs, covering all essential elements of marketing management. Readers will gain insights into how marketing managers apply key principles through case studies of companies like eBay, MTTDoCoMo, Caterpillar, and Starbucks, clearly bridging theory and practice in real-world settings. The book is suitable for MBA students, undergraduate and graduate students in marketing management and marketing strategy courses, as well as for training materials and reference books for corporate and company management personnel.