Marketing Management: Analysis Planning Implementation and Control (The Prentice-Hall Series in Marketing)

About this book

Best-seller world-wide the eighth edition of this classic text highlights the most recent trends and developments in global marketing. It emphasizes the importance of teamwork between marketing and all the other functions of the business; introduces new perspectives in successful strategic market planning; and presents additional company examples of creative market- focused and customer-driven action. Kotler underscores the importance of computers telecommunications and other new technologies in improving marketing planning and performance.