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Principles of Marketing, Thirteenth Edition by Philip Kotler; Gary Armstrong Publisher: Prentice Hall Copyright Year: 2010 Publishing Date: 2008/12/28 eText ISBN-10: 0-13-608019-7 | eText ISBN-13: 978-0-13-608019-0 | Print ISBN-10: 0-13-607941-5 | Print ISBN-13: 978-0-13-607941-5 |
Pages: 744 ABOUT THIS TITLE - TABLE OF CONTENTS | | |
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ABOUT THIS TITLE - DESCRIPTION | | 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.
The thirteenth edition of Kotler/Armstrong has been fully updated
and redesigned to make the book easier to use. Chapters also now
contain opening vignettes and accompanying outlines to help
students study.
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