Principles of Marketing, 17th Edition by Philip T. Kotler , Gary Armstrong

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Book Summary

"Principles of Marketing, 17th Edition" by Philip T. Kotler and Gary Armstrong is a comprehensive textbook that provides an in-depth exploration of modern marketing concepts and practices. This edition, published by Pearson Education, is widely used in academic settings and serves as a valuable resource for students and professionals seeking to understand the dynamic field of marketing.

About the Author

Philip Kotler is widely recognized as the "Father of Modern Marketing." Born in 1931 in Chicago, he is the S.C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. Kotler has authored over 80 books and more than 150 articles, including the seminal Marketing Management, which is considered the most widely used marketing textbook in graduate business schools worldwide. His work has significantly influenced marketing theory and practice, and he has consulted for major corporations like IBM, General Electric, and AT&T. Kotler has also advised governments on developing marketing strategies for global competition .

Gary Armstrong is a Professor of Marketing Emeritus at the University of North Carolina at Chapel Hill. He has co-authored several editions of Principles of Marketing with Philip Kotler. Armstrong's research interests include consumer behavior, marketing strategy, and marketing education. He has contributed to the development of marketing curricula and has been involved in various educational initiatives to enhance marketing education .

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Used34IQAD91D-Used	Used34IQAD91D-Used Regular price ~~Rs. 899.00~~ Sale price Rs. 699.00/ea	Rs. 0.00	Quantity Sold out	Regular price ~~Rs. 899.00~~ Sale price Rs. 699.00/ea	Rs. 0.00