For principles of marketing courses that require a comprehensive text.
Learn how to create value through customer connections and engagement
In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 18th Edition is packed with stories illustrating how companies use new digital technologies to maximise customer engagement and shape brand conversations, experiences, and communities.
- ISBN10 1292341130
- ISBN13 9781292341132
- Publish Date 29 May 2020 (first published 2 April 2015)
- Publish Status Active
- Out of Print 27 September 2023
- Publish Country GB
- Imprint Pearson Education Limited
- Edition 18th edition
- Format Paperback
- Pages 736
- Language English