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Principles of Marketing

Principles of Marketing - 13th edition

ISBN13: 978-0136079415

Cover of Principles of Marketing 13TH 10 (ISBN 978-0136079415)
ISBN13: 978-0136079415
ISBN10: 0136079415

Cover type: Hardback
Edition: 13TH 10
Copyright: 2010
Publisher: Prentice Hall, Inc.
Published: 2010
International: No

List price: $217.50

Principles of Marketing - 13TH 10 edition

ISBN13: 978-0136079415

Philip Kotler and Gary Armstrong

ISBN13: 978-0136079415
ISBN10: 0136079415

Cover type: Hardback
Edition: 13TH 10
Copyright: 2010
Publisher: Prentice Hall, Inc.
Published: 2010
International: No
Summary

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. The thirteenth edition of Kotler/Armstrong has been fully updated and redesigned to make the book easier to use. Chapters now contain opening vignettes and accompanying outlines to help students study. Defining Marketing and the Marketing Process; Understanding the Marketplace and Consumers; Designing a Customer-Driven Marketing Strategy and Marketing Mix; Extending Marketing--global marketing, ethics, competitive advantage Today&'s marketers need to make use of all the latest technologies in order to find and capture their market. By creating customer value and building an interactive community, they can develop lasting and profitable relationships with consumers.