Principles of Marketing 4th Edition
principles of marketing by Kotler is a leading Principles of Marketing textbook that has at its core those elements that make it a classic: authoritative authors, modern examples, and contemporary issues covered in a streamlined, compact manner. Kotler is the pre-eminent brand for marketing and the new edition builds upon this reputation by using a fresh approach that is relevant for today’s reader. The new strengths of the sixth edition lie in its expanded coverage of topics to reflect the impact of digital marketing and the increasing importance of social responsibility and ethics.
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About author
PHILIP KOTLER is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master’s degree at the University of Chicago and his Ph.D. at M.I.T., both in economics. Dr. Kotler is the author of Marketing Management (Pearson Prentice Hall), now in its fourteenth edition and the world’s most widely used marketing textbook in graduate schools of business worldwide. He has authored dozens of other 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.
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