Marketing Management: 11th Edition (11th Edition)

Author: Philip Kotler
Publisher:
Publish Date: 2003-10-01
Features: Philip Kotler's book is widely adopted by higher education institutions in the United States and many developed countries as a marketing textbook. It has been selected as one of the 50 best business books in the world, and many overseas scholars regard it as the "Bible" of modern marketing. It has been translated into 20 languages and used as a university textbook in over 50 countries. This success would not have happened on the basis of personal reputation alone. — How to stand out in hyper-competition among homogeneous products? — How to conduct B2C, B2B, C2C, and C2B marketing? — How to implement innovative activities during the transition between the old and new economies? — How to seize opportunities in the face of economic globalization and reduced government regulation? Kotler analyzes these issues with a sharper perspective. Professors and experts have repeatedly told us that when it comes to today's complex marketing environment, no one stands at the forefront of change like Philip Kotler—this is a book that ensures you won't fall behind... The 11th edition focuses on four themes: ◎ Global Marketing ◎ Brand Building ◎ Customer Relationship Management ◎ Technology/Internet Revolution Kotler's Marketing Management has been in print since its first edition in 1967 and is now in its 11th edition, exerting significant influence domestically. As the author states: This book covers all the topics a well-qualified marketing manager needs to understand, including important issues in strategy, tactics, and marketing management. The 11th edition aims to help companies, organizations, and individuals develop marketing strategies and management approaches that adapt to new technologies and globalization. The focus of this edition is on: the internet and its use and impact; the management of demand chains and supply chains; customer relationship management and partner relationship management, two-way market-oriented channels; brand building and brand asset management. Additionally, this edition introduces a new Chapter 2, "Adaptive Marketing in the New Economy," which incorporates numerous new concepts such as internet marketing, reverse marketing, and experience marketing, along with new research findings for each topic. At the same time, cases have been replaced, updated, and added based on changing circumstances, with a focus on e-commerce companies, internet usage, and service-oriented businesses, as well as some classic cases.