Publisher's Synopsis
For principles of marketing courses that require a comprehensivetext.Learn how to create value through customerconnections and engagementIn a fast-changing, increasingly digital andsocial marketplace, it's more vital than ever for marketers to developmeaningful 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 andbrands an integral part of their daily lives. To help students understand howto create value and build customer relationships, Kotler and Armstrong presentfundamental marketing information within an innovative customer-valueframework. Thoroughly revised to reflect the major trends impactingcontemporary marketing, the 18th Edition is packed with stories illustratinghow companies use new digital technologies to maximise customer engagement andshape brand conversations, experiences, and
