Marketing: An Introduction 13th Edition PDF | TextbooksMarketing is the study and management of exchange relationships. With its focus on the customer, marketing is one of the primary components of business management. Marketing is defined by the American Marketing Association as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large". From a sales process engineering perspective, marketing is "a set of processes that are interconnected and interdependent with other functions of a business aimed at achieving customer interest and satisfaction". Philip Kotler defined marketing as "Satisfying needs and wants through an exchange process". The Chartered Institute of Marketing defines marketing as "the management process responsible for identifying, anticipating and satisfying customer requirements profitably".
Philip Kotler: Marketing Strategy
Marketing: An Introduction 13ed by Gary Armstrong, Philip Kotler PDF
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Previews: About the Author As a team, Gary Armstrong and Philip Kotler provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Armstrong is an award-winning teacher of undergraduate business students. Together they make the complex world of marketing practical, approachable, and enjoyable. Gary Armstrong is Crist W. He holds undergraduate and masters degrees in business from Wayne State University in Detroit, and he received his Ph.