Principles of Marketing / 18th Global Edtion

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Principles of Marketing / 18th Global Edtion

ISBN: 9781292341132
Uitgever: Pearson
Verschijningsvorm: Paperback
Auteur: Philip T. Kotler Gary Armstrong
Druk: 18
Relevante opleidingen: International Business
Pagina's: 736
Taal: Engels
Verschijningsjaar: 2020
Voorgeschreven bij o.a.: Hogeschool Rotterdam
Vervanger van: 9781292220178
NUR: Economie en bedrijf algemeen

For principles of marketing courses that require a comprehensive text. 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 18th Edition is packed with stories illustrating how companies use new digital technologies to maximise customer engagement and shape brand conversations, experiences, and communities.