Features of Pearson eText for the 8th Edition
Master today's key marketing concepts and create vibrant, interactive communities of consumers.
Principles of Marketing covers a wide range of theoretical concepts and practical issues, accurately reflecting the fast-moving pace of marketing in the modern world.
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Autorentext
Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.
Gary Armstrong is a 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 a Professor of Marketing at Alliance Manchester Business School, University of Manchester, and an Associate Editor for the Journal of Business Research.
Klappentext
Principles of Marketing, helps students understand how to create value, build customer relationships and master key marketing challenges. The the 8th Edition has been thoroughly revised to reflect the major trends impacting contemporary marketing. Packed with examples illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.