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Philip Kotler is a renowned authority in marketing, with over 3 million textbooks sold in 20 languages, considered essential reading in 58 countries. His latest work serves as a vital guide for managers, drawing from his successful global lectures on contemporary marketing challenges. This resource equips readers with updated insights into hypercompetition, globalization, and the Internet, presenting the latest concepts in database marketing, relationship marketing, high-tech marketing, global marketing, and online marketing. Kotler shares valuable advice that has benefited major corporations like AT&T, General Electric, Ford, and IBM. The book also addresses the 14 most frequently asked questions by managers over two decades of lectures, offering clarity on issues such as market segment selection and competing with lower-priced rivals. Readers will discover innovative strategies to tackle 21st-century challenges, including reducing customer acquisition costs and enhancing customer loyalty. If your marketing strategy is faltering, Kotler's extensive insights provide numerous ideas for revitalization. Spend some time with this influential marketer to enhance your marketing performance and adapt to the evolving landscape.
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Kotler on Marketing, Philip Kotler
- Lingua
- Pubblicato
- 1999
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