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"Principi di Marketing" (Principles of Marketing) by Philip Kotler is a foundational text in the field of marketing. The book introduces readers to the basic principles and practices of marketing, covering a wide range of topics from marketing strategy and planning to the execution of marketing mixes.

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The 17th edition is built around five major themes designed to help students and professionals master contemporary marketing challenges: www.pearson.com Creating Value to Capture Value "Principi di Marketing" (Principles of Marketing) by Philip

The text revolves around five core customer and marketplace concepts: Needs, Wants, and Demands EU Copyright Directive