What is The Principles of Marketing about?

• This handbook is the most widely used book on marketing. It provides a solid introduction to what marketing is all about and explains in a complex way how to create value to build and maintain relationships with customers.
• The book reflects today's society more than some other books on marketing. It shows how consumers make a product or brand part of their lives and share it with each other in an interactive way.

How is The Principles of Marketing organized?

• The book starts with the ten basic principles that underlie marketing, the five steps of the marketing process, the 4 P's of the marketing mix and how you can connect a marketing strategy to the business strategy.
• The consumer perspective is then discussed. It discusses how to research the market, the market environment, consumer behavior and marketing between companies.
• In this context, the book is about marketing design. The most common parts of a marketing strategy are studied: choosing a target group, determining the approach of products/services/brands, determining the price, identifying marketing channels, choosing sales channels, engaging consumers and shaping advertising/PR/online marketing/social media marketing.
• After this practical design of marketing, the book goes one step further and discusses options that can provide something extra: competitive advantage, marketing abroad and sustainable marketing.

Who wrote The Principles of Marketing ?

• Philip Kotler is one of the lead authors of the book.
• Gary Armstrong is one of the lead authors of the book.
•  In addition, several authors have contributed to the European and GlobWhat are the principles of marketing about?

Which summaries and study notes can be used with The Principles of Marketing