Principles of Marketing, Global Edition

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For Principles of Marketing courses requiring a comprehensive text, this resource equips students to create value through customer connections and engagement. In today's fast-paced, digital marketplace, marketers must forge meaningful relationships with customers. This text aids students in mastering the essential marketing challenge of building vibrant, interactive consumer communities that integrate products and brands into daily life. Kotler and Armstrong present fundamental marketing concepts within an innovative customer-value framework to help students understand value creation and relationship building. The thoroughly revised 17th Edition reflects major trends affecting contemporary marketing, featuring stories that demonstrate how companies leverage new digital technologies to enhance customer engagement and shape brand conversations, experiences, and communities. Please note, MyLab Marketing is not included. Students should consult their instructor for the correct ISBN and course ID if MyLab is a required component. MyLab is an online platform offering personalized learning through a variety of interactive activities designed to enhance understanding and retention of challenging course concepts. Instructors can contact their Pearson representative for additional information.