This accessible, streamlined introduction to marketing by two of today's best-selling marketing authors helps users master the basic principles and practices of modern marketing in an enjoyable and practical way. The new edition is an even more effective text than its predecessors: it is complete, easy to manage, and explains how marketing affects the big picture in business and influences specific company divisions like accounting, information technologies, finance, operations, and human resources. Updated to present the latest marketing thinking, it builds upon a framework which positions marketing as the art and science of creating value for customers in order to capture value from customers in return. An excellent resource and tool for those employed in the field of marketing and sales; especially helpful for employees of global companies.
"synopsis" may belong to another edition of this title.
This new edition of a Kotler classic has been completely updated to reflect the state-of-the-art in marketing theory and practices, to explore major new marketing trends and themes, and to provide dynamic new examples of marketing in action.From the Back Cover:
How do we get you moving?
By placing you–the customer–in the driver’s seat.
Marketing introduces the leading marketing thinking
on how customer value is the driving force
behind every marketing strategy.
Fasten your seatbelt. Your learning journey starts here!
"About this title" may belong to another edition of this title.
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