PRINCIPLES OF Marketing

• Main Authors: Kotler Philip (Author), Armstrong, Gary (Author)
• Format: Manuscript Book
• Language: English
• Published: Upper Saddle River, New Jersey Prentice Hall [date of publication not identified]
• Edition: 17 e
• Subjects: Marketing
• Online Access: Click Here to View Status and Holdings.
• Physical Description: xxiv, 707 pages color illustrations 29 cm
• Bibliography: includes bibliographical references and index
• ISBN: 9780136080725; 0136080723

"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." -- Provided by publisher