by Philip Kotler, Kevin Lane Keller, 王永贵 · tapa blanda · ISBN 9787300153100
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«营销管理 (Marketing Management)» is the marketing manual by Philip Kotler and Kevin Lane Keller, published by China Renmin University Press (paperback, Chinese).
A reference work in marketing management that explains the fundamental concepts of the discipline and their practical application. It covers market analysis, segmentation, marketing strategies, customer value creation, brand management, and consumer and organizational behaviour, with company case studies.
This is the 14th global edition, included in the collection «工商管理经典译丛» (Business Administration Classics) and translated into Chinese by Wang Yonggui and others.
For students and professionals in marketing and business administration interested in commercial management.
Philip Kotler is an American marketing author, consultant, and professor emeritus. He was the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018). He is known for popularizing the concept of the marketing mix. He is the author of over 80 books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Social Media Marketing, My Adventures in Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler has described strategic marketing as "the link between society's needs and its pattern of industrial response."
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