Principles of Marketing (17th Global Edition) is one of the top Modern Marketing books written by the 'Marketing
Guru' Mr. Philip Kotler, the American marketing author, consultant, Researcher and Professor. He is the
person who gave us the definition of marketing mix that are the 4 Ps of Marketing. Currently he is the
S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at
Northwestern University.
He is the author of over 60 golden marketing books in the world. His
books are read globally. Some renowned books are 'Principles of Marketing', 'Kotler on Marketing' : How to
Create, Win & Dominate Markets, and 'Marketing 3.0' : From Products to Customers to the Human Spirit, etc.
The book 'Principles of Marketing 17th Edition' is also contributed with his precious knowledge and experiences by Mr. Gary Armstrong, who is a great teacher of Marketing Management, Sales Marketing for which he earned multiple awards in Excellence in Undergraduate Teaching.
These are some topics discussed in Principles of Marketing book :
- Defining Marketing and the Marketing Process
- Understanding the Marketplace and Consumers
- Designing a Customer Value–Driven Strategy and Mix
- Extending Marketing
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