Characteristics according to philip kotler and kevin keller


Problem: Five characteristics according to Philip Kotler and Kevin Keller (Marketing Management):

1) they focus on a limited number of goals

2) the statement stresses the company's major policies and values

3) they define the major competitive spheres within which the company operates.

4) they take a long term view

5) should be short, memorable, and meaningful as possible.

Please add discussion for each.

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Marketing Management: Characteristics according to philip kotler and kevin keller
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