TY  - BOOK
AU  - Kotler, Philip, 
AU  - Armstrong, Gary, 
AU  - Opresnik, Marc Oliver, 
TI  - Principles of marketing / 
SN  - 9789813134454
U1  - 658.8 
PY  - 2018///
CY  - Singapore : 
PB  - Pearson Education South Asia Pte. Ltd., 
KW  - Marketing
N1  - "Original edition, Principles of Marketing, Global Edition, 17th edition, 9781292220178 by Philip Kotler, Gary Armstrong and Marc Oliver Opresnik published by Pearson Education Limited, Copyright c2018 Pearson Education Limited." --Verso of title page; Including bibliographical references (pages 675-703) and index.; Adult
N2  - Principles of Marketing is the most-trusted source for teaching and learning about the latest developments in basic marketing concepts and practices. This seventeenth edition introduces new marketing students to the fascinating world of modern marketing in a complete and authoritative yet fresh, practical, and engaging way. Added substantial new content and poured over every page, table, figure, fact, and example in order to make this the best text from which to learn about and teach marketing. Enhanced by MyMarketingLab, online homework and personalized study tool. 
          The book takes a practical marketing-management approach, providing countless in-depth, real-life examples and stories that engage students with marketing concepts and bring modern marketing to life. In this edition every chapter has an engaging opening story plus Real Marketing highlights that provide fresh insights into real marketing practices.

ER  -