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, this edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.

More Details about Marketing Management Global Edition 15th Edition

General Information  
Author(s)Philip Kotler and Kevin Lane Keller
PublisherPearson
Edition15
ISBN9781292092621
Pages832
BindingPaperback
LanguageEnglish
Publish YearJanuary 2015