Principles of marketing

Philip Kotler, Gary Armstrong, John Saunders undifferentiated, Veronica Wong, Peggy H. Cunningham, Valerie Trifts

“Marketing is the creative use of truth.” “Marketing is the homework that we do before we have a product.” “Marketing management is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value.”

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