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NEW and REVISED - Chapter-opening Objective Outlines preview chapter contents andlearning objectives Chapter Previews show chapter concepts, link themwith previous chapter concepts, and introduce the chapter-opening story and Vignettes- engaging, deeply developed, illustrated, and annotated marketing stories -help introduce the chapter material and spark student interest.Learner-focused features help students learn, link, andapply major concepts NEW and UPDATED - Material in both traditional marketing areas and onfast-changing and trending topics such as digital, mobile, and social media marketing customer engagement marketing big data, artificial intelligence, and newmarketing analytics and much more, keeps students informed.The 18th edition continues to add to this framework and focuses onbuilding direct and continuous customer involvement in shaping brands, brandconversations, brand experiences, brand advocacy, and brand community. UPDATED - A 5-step customer engagement framework ties together key concepts, anddetails how marketing creates customer value and captures valuein return.New coverage and fresh examples address the latestcustomer engagement tools, practices, and developments Please be sureyou have the correct ISBN and Course ID. PearsonHorizon should only be purchased when required by an instructor. For purchase options, please contact your Pearsonrepresentative. Pearson Horizon isavailable for select titles and in select geographies. PearsonHorizon is an easy-to-use, local-language digital platform that deliverspopular Pearson titles through a customizable, personalized learning experience- all while staying relevant to your area of the world. Thoroughly revised to reflect the major trendsimpacting contemporary marketing, the 18th Edition is packed withstories illustrating how companies use new digital technologies to maximizecustomer engagement and shape brand conversations, experiences, andcommunities.
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To help studentsunderstand how to create value and build customer relationships, Kotler andArmstrong present fundamental marketing information within an innovativecustomer-value framework. Principles of Marketing helps students master today’s key marketingchallenge: to create vibrant, interactive communities of consumers who makeproducts and brands an integral part of their daily lives. In afast-changing, increasingly digital and social marketplace, it’s more vitalthan ever for marketers to develop meaningful connections with their customers. Learn how tocreate value through customer connections and engagement The Editorial team at Pearson has workedclosely with educators around the world to include content which is especiallyrelevant to students outside the United States.įor principlesof marketing courses that require a comprehensive text. Principles of Marketing, Global Edition, 18th Edition.
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Training and support for digital products.What Smarthinking means to our customers.