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Keller Kevin Lane | Kotler Philip | Martinović Maja: Upravljanje markentingom

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Upravljanje markentingom

Keller Kevin Lane | Kotler Philip | Martinović Maja

Summary

Philip Kotler, Keven Lane Keller, Maja Martinović: Marketing management

includes cases from marketing in Croatia and the region

Fourteenth edition of the textbook that follows changes in marketing techniques and organizations. To all those who have used previous editions, the content of the book offers the possibility of upgrading the mastered material, and it gives new students an insight into the reach of marketing management. Twenty-two chapters are organized into eight sections: Understanding Marketing Management, Gaining Marketing Insights, Connecting with Consumers, Building Strong Brands, Shaping the Market Proposition, Delivering Value, Communicating Value, and Achieving Successful Long-Term Growth. The edition is specially prepared for the Croatian market and the market of the region - the cases through which students will be able to verify the theory in reality are related to that area. 

#Keller Kevin Lane | Kotler Philip | Martinović Maja

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