Principles of Marketing /

New to this edition: Increased Integrated Marketing Communication (IMC) focus with the ten key IMC-based principles. Enphasizes the importance of the brand: increased brand focus. Highlights the social media revolution: new interactive and social media discussions. New emphasis on enduring principle...

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Bibliographic Details
Main Authors: Kotler, Philip, author 301835, Armstrong, Gary (Gary M.) author 301840
Format: text
Language:eng
Published: Boston : Pearson Prentice Hall, 2014
Subjects: