By Phil Kotler, Kevin Keller
Kotler/Keller is the most effective within the advertising administration self-discipline since it keeps to mirror the newest adjustments in advertising thought and practice.
Topics coated comprise model fairness, buyer worth research, database advertising and marketing, e-commerce, price networks, hybrid channels, provide chain administration, segmentation, concentrating on, positioning, and built-in advertising communications.
For advertising and marketing pros who position exact emphasis to creativity and mind's eye in advertising management.
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Additional info for Marketing Management
Copyright © 2006 the Institute for Operations Research and the Management Sciences (INFORMS), 7240 Parkway Drive, Suite 300, Hanover, MD 21076 USA. 1: H&M (2006) H&M Annual Report 2006, Stockholm: H & M Hennes & Mauritz AB, p. 10. Copyright © 2006 H & M Hennes & Mauritz AB. 2: R. V. Kozinets, A. Hemetsberger and H. J. Schau (2008) The wisdom of consumer crowds: collective innovation in the age of networked marketing, Journal of Macromarketing. Copyright © 2008 Sage Publications, Inc. 9: B. P. Shapiro (2003) Industrial product policy: managing the existing product line.
Copyright © 2004 Emerald Group Publishing Limited. 7: H. articleID=47903369). 9: D. Lambert and M. Cooper (2000) Issues in supply chain management, Industrial Marketing Management, 29, 65–83. 10: T. Baltacioglu, E. Ada, M. Kaplan, O. Yurt and Y. Kaplan (2007) A new framework for service supply chains, The Service Industries Journal, 27(2), 105–24. 12: Adapted from D. Schoenbachler and G. Gordon (2002) Multi-channel shopping: understanding what drives channel choice, Journal of Consumer Marketing, 19(1), 42–53.
Grove and J. John (2004) Interactive Service Marketing, Boston, MA: Houghton Mifflin. Copyright © 2004 SouthWestern, a part of Cengage Learning, Inc. 4: H. Kasper, P. van Helsdingen and M. Gabbott (2006) Services Marketing Management: A Strategic Perspective, 2nd edn, Chichester, England: Wiley. Copyright © 2006 John Wiley & Sons. 5: E. Gummesson (2002) Total Relationship Marketing, 2nd edn, London: Elsevier, p. 68. Copyright © 2002 Elsevier. 6: Adapted from W. T. Gregor and E. M. Friars (1982) Money Merchandising: Retail Revolution in Consumer Financial Service.