Introduction to Essentials of Modern Marketing Poland Edition By Philip Kotler

Описание: Marketing Management for the 21st Century and Beyond

"This book inspires future generations on how to create a positive impact and which innovative marketing tools can be used to change behavior." ~ Virginia Yanquilevich, CEO Dopper ~

"This title combines strategic tools and insights with amazing market-specific stories. “ ~ Linda Keijzer, CEO Xenos ~
"Nothing further beyond in Modern Marketing" ~ IL GIORNALE DELLE PMI ~

"The 21st century book about Business, Marketing & Management" ~ DAILY TIMES ~

"EOMM provides much-needed perspectives on local marketing strategies in Pakistan" ~ Chairperson, NBEAC ~

Essentials of Modern Marketing is not only about marketing and selling a product or service. It is about finding and building a future using the new tools of modern marketing. This book can lead your company to discover new talents, capabilities, and opportunities. It deals with modern marketing in such a way that covers as few pages and is as accessible as possible while communicating the fundamental, most important theoretical aspects and facilitating the transfer of this knowledge to real-life decision situations. It concentrates on the essential marketing know-how for both practitioners and students worldwide.

Most marketing textbooks deal exclusively with the operational aspect of marketing or the strategic part. This modern marketing book not only integrates all relevant aspects of marketing but also structures them so that practitioners and students acquire a comprehensive and holistic overview of how it all fits together. This is achieved by the book's structure, which follows the enterprise's marketing planning and decision-making process.

Due to COVID-19 and other uncertainties, all industries and businesses are challenged. In addition, organizations and companies must deal with constant change and megatrends such as digitization and disruption, which calls for continuous innovation and change and tough decisions on staffing, procurement, finance, and marketing. You need to think ahead on how to find new markets, create new marketing strategies, innovate new products, and build new partnerships.

Against this background, another unique feature of this book is that it touches base on specific business-related topics such as AI for marketers, Disruptive Digital Marketing Strategies, and Creating Value through Design to provide a more holistic and comprehensive perspective on marketing management while discussing local case studies.