A Framework for Marketing Management: International Edition (英語) ペーパーバック – 2002/11/1
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For undergraduate and MBA courses in Marketing Management and Marketing Strategy.A Framework for Marketing Management is a concise paperback adapted from Philip Kotler's #1 selling textbook, Marketing Management. This books focuses on key points such as how to analyze the market and competitors, how to develop strategies, and how to deliver and manage effective marketing programs. A streamlined approach also offers greater flexibility in classes where outside cases, simulations, and projects are brought in.
You'll find end notes for each chapter--very handy if you'd like to read the source material to support any claims you make based on what you've learned in the book. This makes a great resource when you need to justify your methods or strategy to an employer or client.
Frankly, I'm sensitive to the irony of being forced to overpay for a marketing text.
My school (Franklin University) used this book in the MCM 607 course for the MS in Marketing and Communications program.