Marketing: An Introduction

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9780132527101: Marketing: An Introduction

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.

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From the Publisher:

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:

Key Benefit: Delivering superior customer value, satisfaction, and quality, this edition reflects today's emphasis on market-centered strategies and taking care of the customer. Key Topics: It explores major new marketing trends and themes, and provides dynamic new examples of marketing in action. Now only 17 chapters, the book can be more easily covered in a shorter length time.

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Philip Kotler; Gary Armstrong
Published by Prentice Hall College Div (1997)
ISBN 10: 0132527103 ISBN 13: 9780132527101
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