Principles of Marketing - Hardcover

Kotler, Philip T.; Armstrong, Gary

Hardcover

ISBN 10: 0133084043 ISBN 13: 9780133084047

Publisher: Pearson, 2013

Synopsis

MARKET:

Readers interested in an overview of marketing strategies and techniques.




Learn how to create value and gain loyal customers.
 
Principles of Marketing helps current and aspiring marketers master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Presenting fundamental marketing information within an innovative customer-value framework, the book helps readers understand how to create value and gain loyal customers.

The fifteenth edition has been thoroughly revised to reflect the major trends and forces impacting marketing in this era of customer value and high-tech customer relationships. Emphasizing the great role that technology plays in contemporary marketing, it’s packed with new stories and examples illustrating how companies employ technology to gain competitive advantage—from traditional marketing all-stars such as P&G and McDonald’s to new-age digital competitors such as Apple and Google.

About this title

About the Author:

Philip Kotler, Ph.D.is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management. He is the author of 35 books, including "Marketing Management", the most widely used marketing book in graduate business schools worldwide. He has been a consultant to IBM, General Electric, AT&T, Bank of America, Merck, Motorola, Ford, and other global corporations and places.

About this edition

• Publisher: Pearson
• Publication date: 2013
• ISBN 10: 0133084043
• ISBN 13: 9780133084047
• Binding: Hardcover
• Number of pages: 720