by Philip Kotler, Gary Armstrong · Prentice Hall · tapa dura · ISBN 9780137017317
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«Principles of Marketing» is the marketing manual by Philip Kotler and Gary Armstrong, published by Prentice Hall in hardcover (720 pages, in English).
Reference work that explains how to create customer value, choose the right market and maintain profitable relationships. It covers segmentation, positioning, brand building, distribution channels, advertising and direct marketing, and incorporates the impact of digital technologies and social responsibility.
Third edition of the Prentice-Hall Series in Marketing, with revised edition indication on the cover.
Aimed at university marketing students and industry professionals seeking a solid foundation in 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."
