by Philip Kotler, Gary Armstrong · Pearson Education Limited · tapa blanda · ISBN 9780273786993
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«Principles of Marketing» is the marketing textbook by Philip Kotler and Gary Armstrong, published by Pearson Education Limited in paperback (720 pages, in English).
University textbook presenting the fundamentals of marketing through a framework centred on creating customer value. It shows how companies build profitable relationships and consumer communities, and adapt their value propositions in an uncertain economic environment, with updated examples for more demanding buyers.
Fifteenth edition, global edition, published in 2013.
Intended for university marketing students and professionals needing to review 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."
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