Marketing Principles (9th Edition)

Author: Gary Armstrong
Publisher:
Publish Date: 2001-09-10
Features: This book is one of the seminal works by the world-renowned marketing authority Philip Kotler and Gary Armstrong. Since its publication, it has been used as a required textbook for marketing courses in major business schools worldwide. The 9th edition incorporates many new technological contents, such as Chapter 17, "Direct Marketing and Online Marketing: New Marketing Models," which introduces the Internet, databases, and related technologies. These technologies are transforming many aspects of marketing, as well as revolutionizing the connections between companies and customers, companies and their partners, and companies and the marketing environment. At the end of each chapter, exercises are provided to help readers better understand marketing concepts and more skillfully master marketing techniques and methods. This book is suitable as a textbook for MBA students, undergraduate or graduate students in marketing and related fields, as well as a reference for marketing practitioners.