Principles of Marketing

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Pearson, 2010 - 637 páginas

For undergraduate Principles of Marketing courses

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.


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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