A Framework for Marketing Management 2nd Edition, Paperback Book, By: Philip Kotler

This book focuses on understanding, evaluating and facilitating the change process by presenting a number of research-based constructs and tools along with examples of how each can be used by leaders of change efforts. The change process in schools and other organizations is made complex by the wide array of innovations and the different ways that people respond to their introduction. The primary perspective for understanding change used in this book is the Concerns Based Adoption Model (CBAM). This perspective has been the subject of research for more than thirty five years. The studies have been conducted in a number of countries and widely applied by change leaders, trainers and those who are responsible for evaluating innovation implementation efforts. Each chapter is organized to move from concept to application covering: research, a clear description of a change construct, case studies, examples discussion questions and field activities.

• Books Author: Philip Kotler
• Number Of Pages: 363
• Language: English
• Publisher: Pearson Education (US
• Books Category: Business & Money
• Book Format: Paperback
• Other Feature 1: Edition: 2
• Books_ISBN: 131204270
• Publication Date: November 1, 02