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Principles of Marketing - 14th Edition 14th Edition

Principles of Marketing - 14th Edition - 14th Edition - by Kotler, Philip, Armstrong, Gary - ISBN 9780132167123
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Principles of Marketing - 14th Edition
14th Edition
Kotler, Philip, Armstrong, Gary
Publisher: PEARSON
ISBN: 9780132167123

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Book Details

For undergraduate Principles of Marketing courses

Today's marketing challenge is creating vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Learn how to create value and gain loyal customers.

Kotler/Armstrong is a comprehensive, classic principles text organized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer relationships. The changing nature of consumer expectations means that marketers must learn how to build communities in addition to brand loyalty.

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