Used book – Marketing Management, Philip Kotler, Bernard Dubois

In the face of seemingly limitless technological evolution and market globalization, marketing plays a more essential role than ever, both internally and externally. This ninth edition of Marketing Management highlights the major trends characterizing marketing today and tomorrow, and presents many innovations, including: a new chapter dedicated to interactive direct marketing, including a presentation of new tools and approaches made possible by the rise of information technologies. New developments dedicated to today's major themes: global marketing, the marketing-technology interface, the relationship between marketing and other corporate functions, geomarketing, relationship marketing, trade marketing, etc. More than a hundred boxes presenting examples, vignettes, and tables from managerial experiences of the 1990s.

9782857901129