Principles of Marketing is a must-read for anyone interested in developing the skills needed to create interactive communities of engaged consumers. The book presents fundamental marketing information within an innovative customer-value framework, helping readers understand how to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. With stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities, this book is an essential resource for marketers seeking to master today's key marketing challenge: creating customer value and engagement.

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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 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.For these Global Editions, the editorial team at Pearson has collaborated with educators across the world to address a wide range of subjects and requirements, equipping students with the best possible learning tools. The Global Edition preserves the cutting-edge approach and pedagogy of the original, but also features alterations, customization, and adaptation from the North Ameican version.This is a special edition of an established title widely used by colleges and universities throughout the world. Pearson published this exclusive edition for the benefit of students outside the United States and Canada.

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