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Ebook Marketing management (15th edition) - Philip Kotler, Kevin lane Keller

Ebook "Marketing management (15th edition)" is a landmark entry in the long successful history of the market leader. With the 15th edition, great care was taken to provide an introductory guide to marketing management that truly reflects the modern realities of marketing. In doing so, classic concepts, guidelines, and examples were retained while new ones were added as appropriate. Three broad forces—globalization, technology, and social responsibility—were identified as critical to the success of modern marketing programs. These three topics are evident all through the text.

Từ khóa: Marketing management, Marketing management (15th edition), Philip Kotler, Kevin lane Keller, Capturing marketing insights. Building strong brands, Communicating value, Integrated marketing communications

834 p tvs_dhktna 27/08/2023 17 0

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