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Principles of Marketing

ISBN-10: 0133795020

ISBN-13: 9780133795028

Edition: 16th 2016

Authors: Philip T. Kotler, Gary Armstrong

List price: $287.60
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Description:

For Principles of Marketing courses that require a comprehensive textHelp students learn how to create customer value 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, this edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. Also available with MyMarketingLab This title is also available with MyMarketingLab–an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Hands-on activities and exercises enable students to better understand and master course concepts, and the skills required to be successful marketers today.NOTE: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0133973107 / ISBN-13: 9780133973105. That package includes ISBN-10: 0133795020 / ISBN-13: 9780133795028 and ISBN-10: 0133862097 / ISBN-13: 9780133862096.MyMarketingLab should only be purchased when required by an instructor.
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Book details

List price: $287.60
Edition: 16th
Copyright year: 2016
Publisher: Pearson Education
Publication date: 12/30/2014
Binding: Hardcover
Pages: 736
Size: 9.50" wide x 12.00" long x 1.25" tall
Weight: 3.916
Language: English

Gary Armstrong is a Reader in the School of Sport and Education, Brunel University, London, and author of "Football Hooligans "(Berg). Alberto Testa is a Lecturer in the Social Sciences of Sport at Brunel University, London.