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Oct 29, 2015 philip kotler, best known for the marketing principle of the four psproduct, price, promotion, and placetakes us on a guided tour of american marketing, including its origins and trends, its. Customercentric businesses first identify the groups of customers and then study their unfulfilled requirements. This new european edition of marketing management has been inspired by the american edition and explores the challenges facing european marketing practitioners, with all the case studies and. He is the author and coauthor of sixteen books, including marketing management, marketing of nations and kotler on marketing. The fifteenth edition is fully integrated with mymarketinglab and is updated where appropriate to provide the most comprehensive, current, and engaging marketing. Marketing management 15 global edition philip kotler. Marketing managementphilip kotler, kevin lane keller. Please practice handwashing and social distancing, and check out our resources for adapting to these times. Alternation special edition 292019 125148125print issn 10231757.
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