DESCRIPTION
The book includes an overview from international marketing guru, Philip Kotler and contains chapters written by individual professors that explore cutting-edge marketing strategy from multiple perspectives. Three key areas of discussion include: a new twist on fundamental marketing concepts-segmentation, targeting, and positioning; marketplace tools, referred to as the 4P's (product, price, promotion, place); and a look at the future of marketing. This book builds on the successful model of Wharton on Dynamic Competitive Strategy.
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