Principles of marketing

Philip Kotler , Gary Armstrong , John Saunders undifferentiated , Veronica Wong , Peggy H. Cunningham , Valerie Trifts (b. 1931)

Management Marketing Open Syllabus Project Strategisch Management Marketingmanagement

Prentice Hall • 1996

About the Author

Philip Kotler

b. 1931

Professor of International Marketing at the Kellogg School of Management at Northwestern University

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Description

“Marketing is the creative use of truth.” “Marketing is the homework that we do before we have a product.” “Marketing management is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value.”