A Framework for Marketing Management is a comprehensive book for management students. The book comprises of chapters on developing marketing strategies and plans, analyzing consumer markets, analyzing business markets, creating brand equity and managing retailing, wholesaling and logistics. In addition, the book consists of several case studies and projects for the readers to understand the complex concepts of marketing management better. This book is essential for students pursuing their postgraduate program in marketing management.
About the Authors
Philip Kotler is a Professor of International Marketing at the Kellogg School of Management. He completed his M.A. degree in economics from the University of Chicago and his Ph.D. in economics from the Massachusetts Institute of Technology. He has been working as a consultant with IBM, General Electric, Sony, AT
