Author Description

"This best-selling and marketing-leading product introduces marketing through the lens of creating value for customers. With engaging real-world examples and information, Principles of Marketing shows students how customer value - creating it and capturing it - drives every effective marketing strategy. The 8th edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies to build customer engagement, brand community and sales, as well as wider coverage of cases and examples from an Australian perspective"--Publishers summary