Marketing Principles

Author: Philip Kotler
Publisher:
Publish Date: 2003-03-01
Features: The new edition of "Principles of Marketing" emphasizes the marketing themes of the new millennium—connection with customers, connection with marketing partners, and connection with the world around us. This book is a classic textbook in the field of marketing. It discusses four main parts: understanding marketing and the marketing process, developing marketing opportunities and strategies, developing the marketing mix, and marketing management. The content covers: understanding marketing and the marketing process; developing marketing opportunities and strategies; developing the marketing mix; marketing management. "Principles of Marketing" is a textbook written jointly by Philip Kotler, a world-renowned marketing expert, former president of the American Marketing Association, and professor of marketing at Northwestern University, and Gary Armstrong, a professor at the University of North Carolina. So far, this book has been published in nine editions and has been widely adopted by business and management schools around the world. It is also the main textbook for undergraduate and MBA students taking marketing courses at Tsinghua University. This book is not just a textbook; it is an entry point, a starting point for jumping, and a place to begin implementation.