For principles of marketing courses that require a comprehensive text.
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 maximize customer engagement and shape brand conversations, experiences, and communities.
- ISBN10 1292341203
- ISBN13 9781292341200
- Publish Date 10 March 2020 (first published 6 July 2017)
- Publish Status Active
- Publish Country GB
- Imprint Pearson Education Limited
- Edition 18th edition
- Format eBook
- Language English