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Product Description
Product Description
Kotler/Keller/Cunningham 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.
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Most helpful customer reviews
4 of 4 people found the following review helpful
2.0 out of 5 stars
What were they thinking,
By Ray Rancourt "VOC1" (Toronto, Ont.) - See all my reviews
This review is from: Marketing Management, Thirteenth Canadian Edition (Hardcover)
I can't imagine Kotler actually approved the print production of this text book - all the titles, sub-titles, diagrams, vignette stories etc. are all printed or highlighted in a "Lime Green" colour which provides terrible print contrast that is difficult to read and extremely annoying. Voice of the customer is a major theme througout this text - it's unfortunate the publisher did not seek customer feedback before going to print. It's a shame such a ridiculous issue totally undermines the reading and learning experience.
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