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Principles of Marketing (13th Edition), ISBN 9780136079415, available for rental, is a comprehensive and fully updated resource offered to undergraduate business students by Philip Kotler and Gary Armstrong. Students will learn how to create value and gain loyal customers in today's evolving and challenging market. A customer-value framework is the...
Principles of Marketing (13th Edition), ISBN 9780136079415, available for rental, is a comprehensive and fully updated resource offered to undergraduate business students by Philip Kotler and Gary Armstrong. Students will learn how to create value and gain loyal customers in today's evolving and challenging market. A customer-value framework is the central theme of this book with specific attention paid to targeting the correct market and building customer relationships. Fully revised and redesigned, this edition now offers chapter-opening vignettes and accompanying outlines to ease the task of studying. Philip Kotler received his master's degree at the University of Chicago and his Ph.D. at M.I.T., both in economics. He currently serves as Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University. Kotler has authored numerous successful books and has written more than 100 articles in leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing. Gary Armstrong holds undergraduate and master's degrees in business from Wayne State University in Detroit, and he received his Ph.D. in marketing from Northwestern University. He currently serves as Crist W. Blackwell Distinguished Professor of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. Armstrong has contributed numerous articles to leading business journals and, as a consultant and researcher, he has worked with many companies on marketing research, sales management, and marketing strategy. Principles of Marketing (13th Edition) offers a wide variety of topics in its chapters. Chapters of this book are devoted to defining marketing and the marketing process, understanding the marketplace and consumers, designing a customer-driven marketing strategy and marketing mix, and extending marketing.
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