by Philip Kotler, Gary Armstrong, Veronica Wong, John Saunders · Pearson Education Limited · tapa blanda · ISBN 9780273711568
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«Principles of Marketing» is the marketing textbook by Philip Kotler, Gary Armstrong, Veronica Wong and John Saunders, published by Pearson in paperback.
Reference manual that brings the reader closer to modern marketing with a practical approach: companies create value for their customers, use information to decide, evaluate alternatives and build brands. Includes cases and examples that connect brand image and the purchase decision process with commercial strategy.
Fifth European edition, published in 2008. Full text in English, 1056 pages, within the Business and Economics category.
Designed for university students and marketing professionals seeking a solid and up-to-date 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."
