Recent scientific and database developments have provided tools and models for improving the effectiveness of the marketing decisions. Marketing Models authored by a team of distinguished faculty that includes Philip Kotler examines the more promising scientific and database developments that assist managers in arriving at cost-effective marketing strategies and budgets. It describes some of the important developments in marketing theory which help analyse marketing issues more effectively.
KEY FEATURES :
•Self-contained text with all the necessary analysis tools provided.
•Considers all marketing issues such as, product, pricing, advertising, sales force and distribution.
•Most chapters start with a review of the basic concepts and theory in the area, followed by in-depth analyses of a small number of models.
•Incorporates recent research findings in all aspects of marketing.