Principles of Marketing - Hardcover

Philip Kotler; Gary M. Armstrong

Hardcover

ISBN 10: 0130263125 ISBN 13: 9780130263124

Publisher: Prentice Hall, 2001

Synopsis

For undergraduate Principles of Marketing courses 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.

About this title

From the Back Cover:

This book takes a practical, managerial approach to marketing. It provides a rich depth of practical examples and applications to show the major decisions that marketing managers face in their efforts to balance the organizations efforts against the needs and opportunities in the marketplace. This edition has been thoroughly revised around the major marketing theme of the coming millennium—connectedness—with customers, with marketing partners, and with the world around us. For marketing professionals.

About this edition

• Publisher: Prentice Hall
• Publication date: 2001
• ISBN 10: 0130263125
• ISBN 13: 9780130263124
• Binding: Hardcover
• Number of pages: 785