Philip Kotler is one of the most famous names in business and the guru of marketing. Who better than Kotler to provide expert and illuminating answers to the burning questions about marketing? What is the mission of marketing? What do marketing managers need to be successful? What marketing strategies work best today? What is the best way to segment a market? How do you build a brand? What impact will the Internet have on marketing? How can you measure marketing accurately? These are just a few of the crucial questions that Kotler tackles in this book. Concise and to-the-point, but based on unrivalled experience and expertise, this book is essential for virtually every student and practitioner of business and marketing. It will become a great source of wisdom and inspiration at a time when marketing is becoming one of the dominant forces driving business everywhere.
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