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Principles of Marketing (Paperback, 8th edition)
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Principles of Marketing (Paperback, 8th edition)
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Create market value through innovative customer connections and
engagement Principles of Marketing, 8th European Edition, by Kotler
et al. admirably covers a wide range of theoretical concepts and
practical issues and accurately reflects the fast-moving pace of
marketing in the modern world - examining traditional aspects of
marketing and blending them with modern and future concepts. The
authors of this European Edition present fundamental marketing
information within an innovative customer-value framework, to help
you understand how to create value and build customer
relationships. In a fast-changing, increasingly digital and social
marketplace, it is more vital than ever for marketers to develop
meaningful connections with their customers. Principles of
Marketing, 8th European Edition, helps you 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. New to this edition Thoroughly revised to reflect the
major trends impacting contemporary marketing, the 8th Edition is
packed with examples illustrating how companies use new digital
technologies to maximize customer engagement and shape brand
conversations, experiences, and communities. New coverage and fresh
examples throughout the text addressing the latest developments in
customer engagement tools, practices and developments including
real time research and customer co-creation product development
Updated coverage of emergent online, mobile and social media
technologies including real-time listening and social selling
Improved learning design with chapter-opening stories, clear
learning outcomes and explanatory author comments on major chapter
sections New end-of-chapter case studies and video cases to apply
learning to actual companies. Increased coverage of sustainable
marketing and global marketing This is a key text for both
undergraduate and postgraduate marketing programmes. Philip Kotler
is S. C. Johnson & Son Distinguished Professor of International
Marketing at the Kellogg Graduate School of Management,
Northwestern University. Gary Armstrong is Crist W. Blackwell
Distinguished Professor Emeritus of Undergraduate Education in the
Kenan-Flagler Business School at the University of North Carolina
at Chapel Hill. Lloyd C. Harris is Head of the Marketing Department
and Professor of Marketing at Birmingham Business School,
University of Birmingham. His research has been widely disseminated
via a range of marketing, strategy, retailing and general
management journals. Hongwei He is Professor of Marketing at
Alliance Manchester Business School, University of Manchester, and
as Associate Editor for Journal of Business Research. Pearson, the
world's learning company.
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