Principles of marketing

by John Saunders undifferentiated, Peggy H. Cunningham, Philip Kotler et al.

1980 684 pages eng ★ 4.6 (23 ratings)

“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.”