Principles of marketing /

Kotler, Philip

Principles of marketing / Philip Kotler, Gary Armstrong - 13th / global ed. - Upper Saddle River : Pearson, [2010] - xxv, 613, [105] p. : ill. ; 29 cm

Previous ed.: c2008

Includes bibliographical references and indexes

Today's marketing challenge is creating vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Learn how to create value and gain loyal customers. Kotler/Armstrong is a comprehensive, classic principles text organized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer relationships. The changing nature of consumer expectations means that marketers must learn how to build communities in addition to brand loyalty. The thirteenth edition of Kotler/Armstrong has been fully updated and redesigned to make the book easier to use. Chapters also now contain opening vignettes and accompanying outlines to help students study

9780137006694 9780137006694 £48.99


Marketing
Business and Management.
Sales & marketing