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Principles of marketing

Author: Philip Kotler; Gary Armstrong; Marc O Opresnik
Publisher: Harlow : Pearson Education Limited, ©2018.
Edition/Format:   Print book : English : 17th edition.; Global editionView all editions and formats
Summary:
'Principles of Marketing' is organized around an innovative customer-value and customer-relationship framework.
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Document Type: Book
All Authors / Contributors: Philip Kotler; Gary Armstrong; Marc O Opresnik
ISBN: 9781292220178 1292220171
OCLC Number: 1022970960
Description: 734 pages : illustrations ; 28 cm
Contents: Defining marketing and the marketing process --
Understanding the marketplace and consumer value --
Designing a consumer value --
Driven strategy and mix --
Extending marketing.
Responsibility: by Philip Kotler and Gary Armstrong with Marc Oliver Opresnik.

Abstract:

'Principles of Marketing' is organized around an innovative customer-value and customer-relationship framework.

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