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ISBN: 0-471-26867-4Издательство: John Wiley & Sons
Год издания: 2003
There's only one name in marketing: Phil Kotler. His latest may be his best - a summa that captures the best of his insights, as original today as when he first took pen in hand, forty years ago. Tom Peters, author of "In Search of Excellence" and "The Circle of Innovation" If you are going to buy one book by Philip Kotler, buy this one. In this accessible, current, and personality-filled read, you will get the most complete picture possible of what marketing today is all about. Sergio Zyman, author of "The End of Advertising as We Know It" This classic and highly respected thinker has brought together the most important ideas from old and new marketing under one cover - the Alpha and Omega of marketing books. Should be on the bookshelf of everybody practicing business today. Don Peppers and Martha Rogers, PhD, Peppers and Rogers Group, coauthors of the...