Marketing management [Book] / Philip Kotler, Kevin Lane Keller.

Publication date from publisher's website.

Previous Global edition: ℗♭2012.

Salient Features • Chapter preview includes summary about the major topics being discussed in the chapter • Objective outlines helps in understanding the chapter and eases the learning's • Real Marketing boxes provide insights into real marketing practices • Chapter end questions provides clarity of the concepts and will be helpful for students in classroom discussions

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Student-friendly presentation combining expected calculus derivations used in advanced microeconomics with insightful graphical presentations. Visual learners are shown the connections between the calculus and the algebra/geometry of the same material. Thorough summaries, examples and plentiful figures also help strengthen student understanding. End-of-chapter &ldquoExtensions" present empirical studies of the topics as well as references to recent and classic related articles. The extensions illustrate how economic theory can be used to predict human behavior. Expanded sections on implicit function and the chain rule. (Ch. 2). NEW section on the Mathematics of the Indifference Curve. (Ch. 3). Significant re-writing of sections on the comparative statistics of utility-maximizing behavior. (Ch. 5). Significant revision of the Uncertainty chapter, including an extensive new section on Methods for Reducing Uncertainty and Risk (including the flexibility of options). (Ch. 7). Extensive streamlining of the Game Theory chapter, providing a clearer focus on core topics. (Ch. 8). Expanded discussion of the Nature of the Firm. (Ch. 11). New section on the Relationship between profit maximization and cost minimization in Cost Functions. (Ch. 10). Expanded chapter on the general equilibrium models that introduce some elementary vector notation. (Ch. 13). Expanded chapter on the Labor Market, including a new Extension on labor supply. (Ch. 16). Behavioral economics is now covered throughout the book, and highlighted in end-of-chapter problems as relevant. Many NEW problems that introduce important concepts not covered in the text itself.

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NEW VENTURE CREATION, 6E, provides tomorrow's entrepreneurs with the tools to launch a successful new business in a global marketplace. The text follows the logical development process, from initial idea through drafting of the actual business plan. The sixth edition represents the most current thoughts, ideas, and practices in the field of entrepreneurship. Allen focuses on the pre-startup and startup stages of a new business, with special emphasis on the process and activities that must take place prior to opening a new business. The student-friendly material includes real-world case studies, new venture action plans, and advice from successful entrepreneurs and the author herself. Part One introduces the foundations of entrepreneurship and entrepreneurial opportunity that are important to understanding the decisions that entrepreneurs make, the environment in which they make those decisions, and the tasks they must undertake before launching a new company. Part Two addresses the heart of entrepreneurial activitythe testing of a new business concept through feasibility analysis. Part Three focuses on strategy and drafting the business plan. Part Four looks at planning for growth and change in the new organization.