Principi di Marketing by Philip Kotler and Gary Armstrong (17th Edition, 2019) is a foundational text widely recognized for defining the "customer-value framework" in modern business. This edition specifically adapts global concepts to the Italian market through the contributions of Fabio Ancarani and Michele Costabile. Core Framework & Themes
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I Principi di Marketing secondo Kotler
While the text is considered essential for students, academic reviews often highlight both its strengths and areas for further exploration: Principi di Marketing by Philip Kotler and Gary
Customer-Driven Strategy: Designing strategies like Segmentation, Targeting, and Positioning (STP). Un focus maggiore sul marketing digitale : La
Building Relationships: Fostering customer delight to ensure loyalty.
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