door Philip Kotler, Northwestern University en
Kevin Lane Keller, Dartmouth College

For undergraduate and MBA marketing management and strategy courses.
Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.
Holistic Marketing
To address all various shifts in marketing, good marketers are practicing holistic marketing - the development, design, and implementation of marketing programs, processes, and activities that help students recognize the breadth and interdependencies of today’s marketing environment. Four key dimensions include:
· Internal marketing—ensuring everyone in the organization embraces appropriate marketing principles, especially senior management
· Integrated marketing—ensuring that multiple means of creating, delivering, and communicating value are employed and combined in the best way.
· Relationship marketing—having rich, multi-faceted relationships with customers, channel members, and other marketing partners.
· Performance marketing- understanding returns to the business from marketing activities and programs, as well as addressing broader concerns and their legal, ethical, social, and environmental effects.

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