American Marketing Association
American Marketing Association
Website of the American Marketing Association, the main US professional body for marketers, publishing articles, research journals, case studies, marketing definitions and certification material. Useful for checking accepted terminology and following current practice across segmentation, branding, research and strategy.
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Principles of Marketing
Kotler and Armstrong's standard introductory textbook covering the marketing process: customer value, segmentation and targeting, positioning, the marketing mix, branding and marketing strategy. Readers gain the core vocabulary and frameworks used in undergraduate marketing courses and practice.