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The manual in which the author, a professor of management, through a series of different mental models, created on the basis of his own experience in business and social life, offers answers to a series of questions that every businessman asks himself.
"Marketing Management" (12th edition, 2008) by Philip Kotler and Kevin Lane Keller is one of the most influential works in the field of marketing.
Translation of the tenth American edition of the book, which has been enriched with many new information related to contemporary ideas, techniques and characteristics of management.
Knjiga primjenjuje ekonomsku teoriju (mikro i makroekonomiju) i metode analize znanosti o odlučivanju radi ispitivanja kako neka organizacija može najefikasnije postići svoje ciljeve ili namjere.