Help students 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 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 MyLabTM Marketing not included Students if MyLab is a recommended mandatory component of the course please ask your instructor for the correct ISBN and course ID MyLab should only be purchased when required by an instructor Instructors contact your Pearson rep for more information MyLab is an online homework tutorial and assessment product designed to personalize learning and improve results With a wide range of interactive engaging and assignable activities students are encouraged to actively learn and retain tough course concepts
