Guides the reader toward proficiency in navigating the Internet marketing world, showing the reader how the Internet lets marketers make quick adjustments to market conditions, lower costs, and build relationships. Offers insight into permission-based marketing. Essentials of Marketing Management is a synthesized version of Kotler's Marketing Management, without excess clutter. It includes all the elements of a successful marketing book, such as how to analyze the market, developing strategies, delivering and managing successful marketing programs.



Five part organization: Part I features understanding marketing management; Part II covers analyzing marketing opportunities; Part III identifies how to develop marketing strategies; Part IV describes the market offering; Part V discusses managing and delivering marketing programs. Ideal for anyone seeking a brief refresher on the key elements of successful marketing.