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Authors: Philip Kotler, Gary Armstrong. Publication year: 2012 Publisher: Labor – Social Library of the University of Social Sciences and Humanities, Viet Nam National University Ho Chi Minh City Document location in storage: Q529 NG527L: Marketing - Reading Room (Thu Duc Campus), Reading Room and Borrowing Room (Dinh Tien Hoang Campus) |
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Philip Kotler is certainly a familiar "brand" to many readers knowledgeable about the marketing industry. He is known as a giant, the father of modern marketing planning with many contributions to the field, among which Principles of Marketing is a typical example. This is a bedside book for many marketing managers around the world. With 19 chapters, Principles of Marketing, besides introducing core concepts of the marketing field summarized over time, the author focuses on analyzing marketing work in today's challenging economic context. Furthermore, the author has presented fundamental marketing information in a creative and easy-to-understand format with full evidence and illustrations taken from the vivid reality of the marketplace. Concise summaries after each chapter will help readers consolidate the knowledge acquired in that chapter. At the same time, the discussion and application sections in the book aim to expand readers' understanding of marketing – the most vibrant field of activity today. We would like to respectfully introduce it to readers! |
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