Marketing

Author: Kotler
Publisher:
Publish Date: 2003-01-01
Features: Marketing Principles meets all the undeniable needs of beginners in marketing. The book is comprehensive, covering all the important topics that marketers and consumers need to know, yet its moderate length still allows beginners to manage to read the entire book within a limited semester. Marketing Principles explains important principles and concepts that are supported by research and empirical studies in 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 from well-known and lesser-known companies in identifying and solving marketing problems. The English edition of this book was recommended by the National MBA Teaching Advisory Committee as the preferred textbook for marketing courses. Philip Kotler, known as the "Father of Modern Marketing," is a prolific author and holds a special fondness for this book. The Chinese translation of this book, Marketing Essentials, has been widely popular among readers. Stripping away overly embellished content and omitting the cumbersome details of a textbook, the third revision of the translation aims to present to everyone a concise, fluent, yet professional, well-structured, and authoritative popular marketing book.