[share_ebook] Philip Kotler - Marketing Management (Prentice Hall Ptr, 2002)

Marketing deals with identifying and meeting human and social needs. One of
the shortest definitions of marketing is “meeting needs profitably.” Whether the marketer is Procter & Gamble, which notices that people feel overweight and want tasty but less fatty food and invents Olestra; or CarMax, which notes that people want more certainty when they buy a used automobile and invents a new system for selling used cars; or IKEA, which notices that people want good furniture at a substantially lower...

Its a pdf - 10.7 MB!

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