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Principles of marketing / Philip Kotler, Gary Armstrong, Sridhar Balasubramanian
Harlow, Essex, United Kingdom : Pearson, 2024
768 pages. : color illustrations ; 28 cm.
Ký hiệu phân loại (DDC): 658.8
Principles of Marketing, global edition, 19th edition by Kotler and Armstrong shows you how to create vibrant, interactive communities of consumers in today's fast-changing, increasingly digital and social marketplace Ideal for students who study marketing courses, this textbook offers a comprehensive overview of the fundamental principles of marketing within an innovative customer-value framework, providing you with the knowledge and resources to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives.This latest edition has been revised and enhanced to reflect the major trends impacting contemporary marketing, packed with stories illustrating how companies are using new digital technologies to maximise customer engagement and shape brand conversations, experiences and communities.
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