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ISBN-10 0133128210ISBN-13 9780133128215
ISBN-10 0133084043ISBN-13 9780133084047
Author(s): Philip Kotler; Gary Armstrong
Publisher: Prentice Hall
Copyright year: © 2014 Pages: 720

For Principles of Marketing courses using a comprehensive text.

Learn how to create value and gain loyal customers.

Today’s marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help students understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework.