Principles of Marketing

Summary

The book «Principles of Marketing» by Philip Kotler is a foundational work in the field of marketing, covering a wide range of topics from the basics of marketing to strategic planning. Kotler explains key marketing concepts such as market analysis, segmentation, targeting, and positioning. He also discusses the importance of understanding consumer needs and behavior, as well as developing effective marketing strategies and tactics. The book addresses modern trends like digital marketing and globalization, offering practical tools and methods for successfully applying marketing principles in business. This edition serves as an essential resource for students, educators, and marketing professionals, providing a deep understanding of how to create and maintain competitive advantages in the marketplace.