(Lesen) (Kindle) Principles of Marketing
By Philip Kotler
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.
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