Author Description

NOTE: Before purchasing, check with your instructor to ensure you select the correct ISBN. Several versions of MyLab(tm) and Mastering(tm) platforms exist for each title, and registrations are not transferable. To register for and use MyLab or Mastering platforms, you may also need a Course ID, which your instructor will provide. Used books, rentals, and purchases made outside of Pearson If purchasing or renting from companies other than Pearson, the access codes for MyLab or Mastering platforms may not be included, may be incorrect, or may be previously redeemed. Check with the seller before completing your purchase. For Principles of Marketing courses that require a comprehensive text. This package includes MyLab Marketing. Help readers learn how to create value through customer connections and engagement 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 readers 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 individuals 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 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. Personalize learning with MyLab Marketing MyLab(tm) Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage s