Marketing Management - Kotler, Philip (New Delhi Prentice Hall of India Pvt. Ltd., 1999)
The ninth edition of this best-selling classic marketing management text reflects the recent trends and developments in global marketing. The new edition emphasises the importance of teamwork between marketing and all 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.
Keywords: Management