Principles of Marketing
by Philip Kotler, Gary Armstrong, Myles A. Hassell
250 pages· 2011· ISBN 9780132167208
About
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 students 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.
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