Principles of marketing (Eighteenth edition Global edition)

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. For principles of marketing courses that require a comprehensive text. This package includes MyLab. Learn how to create value through customer connections and engagementIn 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 students 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 students 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 18th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. Reach every student by pairing this text with Pearson MyLab MarketingMyLab (TM) is the teaching and learning platform that empowers you to reach every student.

By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student. Pearson MyLab Marketing should only be purchased when required by an instructor.

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