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A guide to creating tomorrow's best practices today. A call to slowly discard outdated systems and processes, and to start talking about management in a new and different way.
The textbook is the work of four university professors and top researchers and marketing experts who managed to create probably the best consumer behavior textbook on the market today, which is specifically adapted to the European business environment.
Realization is a specific set of behavioral rules and techniques that companies must master in order to become competitive. Realization is an independent discipline. In large companies, as well as in small ones, it is the foundation of success today.
"Marketing Management" (12th edition, 2008) by Philip Kotler and Kevin Lane Keller is one of the most influential works in the field of marketing.
