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Book details
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Author : Philip T. Kotler
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Pages : 720 pages
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Publisher : Prentice Hall 2013-01-19
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Language : English
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ISBN-10 : 0133084043
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ISBN-13 : 9780133084047
Book Synopsis
Readers interested in an overview of marketing strategies and techniques. Learn how to create value and gain loyal customers. Principles of
Marketing helps current and aspiring marketers master today’s key marketing challenge: to create vibrant, interactive communities of consumers
who make products and brands a part of their daily lives. Presenting fundamental marketing information within an innovative customer-value
framework, the book helps readers understand how to create value and gain loyal customers. The fifteenth edition has been thoroughly revised to
reflect the major trends and forces impacting marketing in this era of customer value and high-tech customer relationships. Emphasizing the
great role that technology plays in contemporary marketing, it’s packed with new stories and examples illustrating how companies employ
technology to gain competitive advantage—from traditional marketing all-stars such as P&Gand McDonald’s to new-age digital competitors
such as Apple and Google.