Principles of marketing

Published

2012

Publisher

Pearson Prentice Hall

ISBN-13

9780273752431

ISBN-10

027375243X

Pages

637

Format

Paperback

Language

English

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 readers 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. The fourteenth edition includes coverage on sustainability and a focus on marketing in today's challenging economic climate.