by Philip Kotler, Gary Armstrong · Pearson Education (US) · tapa blanda · ISBN 9780137006694
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«Principles of Marketing: Global Edition» is the marketing manual by Philip Kotler and Gary Armstrong, published by Pearson Education in paperback.
Classic introduction to marketing manual, organized around a customer-value-centered framework. It explains how to identify and select target markets, develop value propositions, and build lasting relationships with consumers, with examples and cases of global scope.
Thirteenth edition of the marketing manual, published on 26 February 2009. Category: Business and Economics.
Intended for university marketing students who need to learn the fundamentals of the discipline.
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."
