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Principles of Marketing
2nd Edition
Philip Kotler, Gary Armstrong

Principles of Marketing By: Philip Kotler, Gary Armstrong

Year: Pearson, 1999  |  File Size: 16.4MB  |  File Type: PDF  |  Pages: 407
Category: Business

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'Principles of Marketing' is organized around a customer-value and customer-relationship framework. Among the learning aids in the book are: concept previews; marketing stories; concept and key term reviews; discussions on applying concepts; exercises on using technology in marketing; and situations on ethics.

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