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Marketing management / Philip Kotler, Kevin Lane Keller, Alexander Chernev
Harlow, Essex : Pearson Education Limited, 2022
605 pages. : illustrations (color) ; 28 cm.
Ký hiệu phân loại (DDC): 658.8
The world of marketing is changing every day ― and in order for students tohave a competitive edge, they need a text that reflects the best and mostrecent marketing theory and practices. Marketing Management collectivelyuses a managerial orientation, an analytical approach, a multidisciplinaryperspective, universal applications, and balanced coverage to distinguish itfrom all other marketing management texts out there. Unsurpassed in its breadth,depth, and relevance, the 16th Edition features a streamlinedorganization of the content, updated material, and new examples that reflectthe very latest market developments. After reading this landmark text, studentswill be armed with the knowledge and tools to succeed in the new marketenvironment around them.
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The marketing plan handbook / Alexander Chernev
United States : Cerebellum Press, 2020
vi, 148 pages. : illustrations ; 24 cm.
Ký hiệu phân loại (DDC): 658.8
The Marketing Plan Handbook (6th Edition) presents a streamlined approach to writing succinct and meaningful marketing plans. By offering a comprehensive, step-by-step method for crafting a strategically viable marketing plan, this book provides the relevant information in a concise and straight-to-the-point manner. It outlines the basic principles of writing a marketing plan and presents an overarching framework that encompasses the plan’s essential components.
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