Marketing Principles

Author: Philip Kotler [USA]
Publisher:
Publish Date: 2005-08-18
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 and management schools worldwide. The 10th edition focuses on explaining the fundamental knowledge and practice of marketing from the perspective of building partnerships with customers. This book includes a new chapter titled "Marketing in the Digital Age" and incorporates extensive new information about digital developments throughout the text. 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.