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Editorial Reviews
Book Description
In this thoroughly revised and updated resource, the authors make complex marketing concepts easy to grasp and ready to put into action. Beginning with an in-depth look at the role of marketing in any profession, they go on to cover the marketing process--from market analysis and service positioning to creating a promotion mix and implementing the marketing program--with targeted advice for business, legal, design, and medical professions.
About the Author
Philip Kotler, Ph.D. is the S.C. Johnson & Son distinguished professor of international marketing at the Kellogg Graduate School of Management at Northwestern. He is the author of multiple titles including Marketing Management, 5E, and Principles of Marketing, 8E and the most recent trade title Kotler on Marketing. Paul Bloom, Ph.D. is a Professor of Marketing at the University of North Carolina at Chapel Hill. He also consults and is active in the American Marketing Association. Thomas Hayes, Ph.D. is a Professor of Marketing at Xavier University, Cincinnati, Ohio.
In this thoroughly revised and updated resource, the authors make complex marketing concepts easy to grasp and ready to put into action. Beginning with an in-depth look at the role of marketing in any profession, they go on to cover the marketing process--from market analysis and service positioning to creating a promotion mix and implementing the marketing program--with targeted advice for business, legal, design, and medical professions.
About the Author
Philip Kotler, Ph.D. is the S.C. Johnson & Son distinguished professor of international marketing at the Kellogg Graduate School of Management at Northwestern. He is the author of multiple titles including Marketing Management, 5E, and Principles of Marketing, 8E and the most recent trade title Kotler on Marketing. Paul Bloom, Ph.D. is a Professor of Marketing at the University of North Carolina at Chapel Hill. He also consults and is active in the American Marketing Association. Thomas Hayes, Ph.D. is a Professor of Marketing at Xavier University, Cincinnati, Ohio.
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