KOTLER DUBOIS MARKETING MANAGEMENT PDF

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He did a year of postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago. He believed marketing was an essential part of economics and saw demand as influenced not only by price but also by advertising , sales promotions , sales forces , direct mail , and various middlemen agents, retailers , wholesalers , etc. In order to market effectively, Kotler believes the marketing purpose of elevating consumer well-being has to be put at the heart of company strategy and be practiced by all managers. Third, he has broadened the concept of marketing from more selling to a more general process of communication and exchange, and has shown how marketing can be extended and applied to charities, arts organizations, political parties and many other non-commercial situations.

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