Principles of Marketing
by Kotler, Philip, Adam, Stewart, Volkov, Michael, Armstrong, Gary, Denize, Sara
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"This best-selling and marketing-leading product introduces marketing through the lens of creating value for customers. With engaging real-world examples and information, Principles of Marketing shows students how customer value - creating it and capturing it - drives every effe…
A flagship marketing resource that provides an introduction to marketing concepts, strategies and practices with a balance of depth of coverage and ease of learning. Principles of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture…
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