Social Science • Management

Upravljanje marketingom, 12. izdanje

Philip Kotler, Kevin Lane Keller

"Marketing Management" (12th edition, 2008) by Philip Kotler and Kevin Lane Keller is one of the most influential works in the field of marketing.

The book provides a comprehensive overview of marketing concepts, strategies, and tools that help companies build strong brands and achieve competitive advantage. The authors emphasize the importance of market research, segmentation, targeted advertising, and product positioning. They also cover digital marketing, CRM, consumer behavior, and marketing innovation. This book offers practical guidance and real-world examples from the business world, making it a key resource for students, managers, and marketing professionals.

Original title

Marketing management, 12th edition

Translation

Ivanka Rajh, Gordana Kosanović Juričević, Nikolina Parlov, Marija Zovko, Josip Hrgović, Ivana Tuđman, Emil Heršak, Mato Njavro, Marina Kuzmić

Editor

Đuro Njavro

Dimensions

27 x 21 cm

Pages

764

Publisher

Mate d.o.o, Zagreb, 2008.

Latin alphabet. Hardcover.

Language: Croatian.

One copy is available

Condition:New

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