n Management Today - Kotler on Kotler : advertising versus public ralations

Volume 22, Issue 5
  • ISSN : 1027-4324



Extracted from text ... P Kotler on Kotler: advertising versus public ralations 38 Management Today June 2006 Philip Kotler is Distiuguislied Professor of International Marketing at the Kellogg School of Management in The USA. He will be in South Africa next month to address a conference on marketing. His new book, According to Kotler, is a summary of the key principles of marketing and how they relate to current events such as corporate accounting scandals, outsourcing, globalisation, warehouse shopping and online marketing. It includes controversial new topics such as demarketing, reverse marketing, body advertising and other tactics. What follows is an excerpt of ..

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