Principles of Marketing by Philip; Armstrong, Gary Kotler

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Synopsis

For Principles of Marketing courses using a comprehensive text. Learn how to create value and gain loyal customers. 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.
 

About Philip; Armstrong, Gary Kotler

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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. Gary Armstrong is a Reader in the School of Sport and Education, Brunel University, London, and author of "Football Hooligans "(Berg). Alberto Testa is a Lecturer in the Social Sciences of Sport at Brunel University, London.
 
Published March 6, 2013 by Prentice Hall. 720 pages
Genres: Education & Reference. Non-fiction

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While most of the impact of technology on marketing has been tactical so far, over the next decade or so there will be a major strategic transformation.

Oct 21 2013 | Read Full Review of Principles of Marketing

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