Marketing Management(13th Edition)
Authors:
Philip Kotler, Kevin Lane Keller
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Book details
ISBN: 9780136009986
Book publisher: Pearson College Div
Book Summary: Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice. Topics covered include brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, segmentation, targeting, positioning, and integrated marketing communications.
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