市场营销学原理
Principles of marketing
Philip Kotler、Gary Armstrong、John Saunders undifferentiated、Veronica Wong · 初版 1980 年
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“营销是对真相的创造性运用。”“营销是我们在拥有产品之前所做的功课。”“营销管理是选择目标市场，并通过创造、交付和传播卓越的客户价值来获取、维系和发展客户的艺术与科学。”
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Principles of marketing
Philip Kotler、Gary Armstrong、John Saunders undifferentiated、Veronica Wong · 初版 1980 年
“营销是对真相的创造性运用。”“营销是我们在拥有产品之前所做的功课。”“营销管理是选择目标市场，并通过创造、交付和传播卓越的客户价值来获取、维系和发展客户的艺术与科学。”
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……已知内容的汇编。不过，搜集所有这些素材、进行研究并以有意义的方式整合在一起所耗费的时间，正是这本书的价值所在。就拿“营销圣经”——菲利普·科特勒（Philip Kotler）的《市场营销原理》（Principles of Marketing）来说吧。当你读它的时候，书里的每样东西看似显而易见，但这并不妨碍它是真理，也不妨碍它成为最受推崇的营销学著作之一。
…collection of known stuff. Still, the time it takes to gather all the stuff, research it and put it together in a meaningful way, is what gives the book value. Take the "marketing bible" for instance: "Principles of Marketing" by Philip Kotler. When you read it, everything in the books seems obvious, but that doesn't stop it form being true, and being one of the best regarded marketing books.
>“你搞营销是因为你的产品做砸了”。然而 4P 理论里其中一个 P 就是产品（Product）。读一读科特勒的《市场营销原理》（Principles of Marketing）大概会对你大有裨益。
> You're doing marketing because you failed at product". And yet one of the 4 P’s is for Product. You’d likely benefit from reading through Kotler’s Principles of Marketing.
时至今日，我依然认为菲利普·科特勒的《市场营销原理》（Principles of Marketing）是能带你掌握最扎实基础知识的最好的一本书，你可以以此为起点，进一步深入研究构成它的各个分支学科——比如广告、……
To this day I still think Principles of Marketing by Philip Kotler it's the best book to give you as close to foundational knowledge you can get, and you can go from there to get depth further into the disciplines that compose it - like advertising,…