Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.
Topics covered include:
* Brand equity
* Customer value analysis
* Database marketing
* E-commerce
* Value networks
* Hybrid channels
* Supply chain management
* Segmentation
* Targeting, positioning, and integrated marketing communications.
For marketing professionals who place special emphasis to creativity and imagination in marketing management.
