Today’s marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help readers understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework.
The fourteenth edition includes coverage on sustainability and a focus on marketing in today’s challenging economic climate.
Hardcover: 744 pages
Publisher: Prentice Hall; 14th Edition (February 6, 2011)
Author: Philip Kotler and Gary Armstrong
Category: Business Books, Marketing Books
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