Marketing Modern marketing's father Philip Kotler classic translation series

Author: Philip Kotler
Publisher:
Publish Date: 2003-01-01
Features: "Introduction to Marketing" can meet all the undeniable needs of beginners in marketing. The book is comprehensive, covering all the important topics that marketers and consumers need to know, while its moderate length still allows beginners to manage to read the entire book within a limited semester. "Introduction to Marketing" explains important principles and concepts that are supported by research and empirical evidence from economics, behavioral science, and modern management theory, yet it adopts a practical approach that combines marketing and management. Various concepts are illustrated through numerous examples of how well-known and lesser-known companies identify and solve marketing problems.