Principles of Marketing Plus MyLab and eText / 18th edition

In a fast-changing, increasingly digital andsocial marketplace, it’s more vital than ever for marketers to develop meaningfulconnections with their customers. Principles of Marketing helpsstudents master today’s key marketing challenge: to create vibrant, interactivecommunities of consumers who make products and brands an integral part of theirdaily lives. To help students understand how to create value and build customerrelationships, Kotler and Armstrong present fundamental marketing informationwithin an innovative customer-value framework. Thoroughly revised to reflectthe major trends impacting contemporary marketing, the 18th Edition ispacked with stories illustrating how companies use new digital technologies tomaximize customer engagement and shape brand conversations, experiences, andcommunities.