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Principles of Marketing (14th Edition) by Philip Kotler and Gary Armstrong (ISBN 9780132167123) is one of the best marketing books for college students and even professionals looking for a handy reference. It helps readers understand the unique challenges of marketing today and how it affects daily lives. Offering a unique look at branding and...
Principles of Marketing (14th Edition) by Philip Kotler and Gary Armstrong (ISBN 9780132167123) is one of the best marketing books for college students and even professionals looking for a handy reference. It helps readers understand the unique challenges of marketing today and how it affects daily lives. Offering a unique look at branding and customer-value frameworks, this book also discusses the fundamentals of marketing, creating and capturing customer value, company and marketing strategies. It introduces readers to the concepts of partnering to build customer relationships, analyzing the marketing environment, managing marketing information to gain customer insights, consumer markets and buyer behavior, and business markets and buyer behavior. Kotler and Armstrong also explain in full detail topics such as customer driven marketing strategies, products, services, and brands, managing the product life cycle and developing new products, pricing strategies, additional pricing considerations, and marketing channels. This textbook is an excellent source for those interested in retailing and wholesaling, communicating customer value, advertising and public relations, personal selling and sales promotion, direct online marketing, and creating competitive advantage. It contains charts, graphics, and other visual aids to help students understand concepts easily. It can be used with the online supplement, which offers various case studies and videos plus self-assessment tools. Access to an online teaching forum is likewise available. Plead author Philip Kotler is a renowned professor at the Kellogg School of Management and is often described as one of the leading marketing thinkers in the world. He has authored several books on business, some of which rank among the top 50 business references of all time.
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