Principles of Marketing 17th Edition
Highlights of the book
Product details of Principles Of Marketing - 17th Edition
Author: Philip Kotler
- Principles of Marketing helps students master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives.
- Presenting fundamental marketing information within an innovative customer-value framework, the program helps students understand how to create value and gain loyal customers.
- The seventeenth edition has been thoroughly revised to reflect the major trends and forces impacting marketing in this era of customer value and high-tech customer relationships.
- Emphasizing the great role that technology plays in contemporary marketing, it's packed with new stories and examples illustrating how companies employ technology to gain competitive advantage-from traditional marketing all-stars such as P&G and McDonald's to new-age digital competitors such as Apple and Google.
- Suggested for BBA/BBS/MBA
The seventeenth edition adds fresh coverage in both traditional marketing areas and on fast-changing and trending topics such as customer engagement marketing, mobile and social media, IoT, Big data etc.
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