Marketing: Creating Customer Value and Engagement in the Digital and Social Age Enhanced by MyMarketingLab, our online homework and personalized study tool, the seventeenth edition of Principles of Marketing remains the world standard in introductory marketing education. Once again, we’ve added substantial new content and poured over every page, table, figure, fact, and example in order to make this the best text from which to learn about and teach marketing.
More than ever, the seventeenth edition introduces new marketing students to the fascinating world of modern marketing in a complete and authoritative yet fresh, practical, and engaging way. In these digital times, sweeping advances in “the Internet of Things”-from social and mobile media, connected digital devices, and the new consumer empowerment to “big data” and new marketing analytics-have profoundly affected both marketers and the consumers they serve.Īll around the world-across five continents, more than 40 countries, and 24 languages-students, professors, and business professionals have long relied on Kotler/Armstrong’s Principles of Marketing as the most-trusted source for teaching and learning about the latest developments in basic marketing concepts and practices. Beyond traditional tried-and-true marketing concepts and practices, today’s marketers have added a host of new-age tools for engaging consumers, building brands, and creating customer value and relationships.
Recent surges in digital technologies have created a new, more engaging, more connected marketing world. The Seventeenth Edition of Kotler/Armstrong’s Principles of Marketing! Setting the World Standard in Marketing Education
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