by Philip Kotler, Gary Armstrong · Pearson · tapa blanda · ISBN 9780131212763
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«Principles of Marketing» is the marketing textbook by Philip Kotler and Gary Armstrong, published by Pearson in paperback (752 pages, in English).
Introductory manual to modern marketing that presents the key decisions faced by marketing managers, with attention to globalization and e-business. The work is structured around customer relationship management and includes examples and case studies of companies from Europe and the world.
Tenth edition in its International Edition version. The volume, published in 2004, includes bibliographic references and indexes.
Aimed at university students and marketing professionals seeking a solid foundation with applied examples.
Philip Kotler is an American marketing author, consultant, and professor emeritus. He was the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018). He is known for popularizing the concept of the marketing mix. He is the author of over 80 books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Social Media Marketing, My Adventures in Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler has described strategic marketing as "the link between society's needs and its pattern of industrial response."
