For Principles of Marketing courses that require a comprehensive text.
Help readers 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 readers 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 individuals 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.
Also available with MyLab Marketing
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Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.
Philip Kotler, Ph.D.is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management. He is the author of 35 books, including "Marketing Management", the most widely used marketing book in graduate business schools worldwide. He has been a consultant to IBM, General Electric, AT&T, Bank of America, Merck, Motorola, Ford, and other global corporations and places.
Gary Armstrong is a Lecturer in the Department of Sport Science at Brunel University.
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Description du livre Pearson, 2015. Loose Leaf. État : New. Never used!. N° de réf. du libraire P110133973301
Description du livre Paperback. État : New. 16th. Paperback. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. 720 pages. 1.406. N° de réf. du libraire 9780133973303
Description du livre Paperback. État : New. 16th. Paperback. Shipping may be from our Sydney, NSW warehouse or from our UK or US warehouse, depending on stock availability. 720 pages. 1.406. N° de réf. du libraire 9780133973303