Marketing Management by Kotler and Keller

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Marketing Management by Kotler and Keller

  1. 1. THE SINGLE, BEST BOOK ON MARKETINGIn my opinion, the one book that comes closest to being called the “Bibleof Marketing” is the book by Philip Kotler and Kevin Keller. Time and again,whenever I have found myself in doubt about some marketing concept, Ihave turned to this comprehensive and rigorous tome.The following quote about the book sums it up nicely:
  2. 2. “The world of marketing is changing everyday–and in order for students tohave a competitive edge, they need a textbook that reflects the best oftoday’s marketing theory and practices. Marketing Management is the goldstandard marketing text because its content and organization consistentlyreflect the latest changes in today’s marketing theory and practice.”

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