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For principlesof marketing courses that require a comprehensive text.
Learn how tocreate value through customer connections and engagement
In afast-changing, increasingly digital and social marketplace, itGÇÖs more vitalthan ever for marketers to develop meaningful connections with their customers.Principles of Marketing helps students master todayGÇÖs key marketingchallenge: to create vibrant, interactive communities of consumers who makeproducts and brands an integral part of their daily lives. To help studentsunderstand how to create value and build customer relationships, Kotler andArmstrong present fundamental marketing information within an innovativecustomer-value framework. Thoroughly revised to reflect the major trendsimpacting contemporary marketing, the 18th Edition is packed withstories illustrating how companies use new digital technologies to maximizecustomer engagement and shape brand conversations, experiences, andcommunities.
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