Philip Kotler, Kevin Lane Keller – “Managementul marketingului” –Editia a V-a, Ed. Teora 2008
Desi aparent aceasta lucrare s-ar asemana din punctul de vedere al temelor abordate cu “Principiile marketingului” scrisa de Philip Kotler in colaborare cu Gary Armstrong, complexitatea analizei este considerabil sporita si de asemenea cadrul fiecarui capitol este diferit conceput.
Dintr-un anumit unghi, “Managementul marketingului” ar putea trece drept o reconsiderare a “Principiilor marketingului”, intr-o analiza puternic aprofundata.
De altfel, “Managementul marketingului” se adreseaza unor cititori cu un background teoretic in domeniu, informatiile elementare prezentate in fiecare capitol fiind un ghid de reimprospatare al unor cunostinte existente.
Lucrarea se adreseaza unor cititori ce au dobandit maturitatea informationala procurata fie dintr-un studiu temeinic, fie din experienta empirica, care le poate oferi optica necesara reflectarii asupra informatiilor primite.
Atentia conferita studiilor de caz se regaseste si in aceasta lucrare cu specificarea unui grad de complexitate mai ridicat decat in “Principiile marketingului”
Ca element de noutate poate fi mentionat studiul marketingului holist.
Philip Kotler pastreaza totodata aceeasi metodologie pedagogica: teorie, aplicatii reiesite din studii de caz, sinteza pentru sedimentarea informatiilor, exercitii si teme de reflectie, dar aduce imbunatatiri regasite in informatiile actuale din casete.
Although this paper might resemble from a topics’ point of view to “The Principles of Marketing” by Philip Kotler and Gary Armstrong, the complexity of analysis is greater and also the structure of every chapter is conceived in a different manner.
- From a certain angle, “Marketing Management” could pass as reconsidering “The Principles of Marketing” from a more profound analysis.
Therefore, “Marketing Management” is addressed to readers having a theoretical background, the elementary information found in each chapter being a guide to refreshing existent knowledge.
The paper is addressed to readers who reached the knowledge maturity from strongly studying or from empiric experiences, which offers them the necessary optic of meditating over new information.
The focus on study cases is also found in this paper specifying a greater degree of complexity comparing to “The Principles of Marketing”.
As novelty one must mention the study of holistic marketing.
Philip Kotler also keeps the same teaching methodology: theory, appliance resulting from case studies, a summary for consolidating new information, exercises and topics of reflection, but brings improvements found in cases.
