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Product details
Brand New
Paperback: 736 pages
Publisher: Pearson; 17 edition (27 July 2017)
Language: English
ISBN-10: 1292220171
ISBN-13: 9781292220178
Product Dimensions: 21.4 x 2.6 x 27.6 cm
Alternative US Edition For Reference Only
ISBN-13: 9780134492513
ISBN-10: 013449251X
Description
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 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.