Principles of Marketing, Student Value Edition Plus MyLab Marketing with Pearson eText -- Access Card Package (16th Edition)

Kotler, Philip T.; Armstrong, Gary

ISBN 10: 0133973301 ISBN 13: 9780133973303

Publisher: Pearson, 2015

Synopsis

For Principles of Marketing courses that require a comprehensive text.

 

Help readers learn how to create value through customer connections and engagement

In 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 readers 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 individuals 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, the 17th 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 MyLab Marketing

MyLab™ Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

Note: You are purchasing a standalone product; MyLab Marketing does not come packaged with this content. Students, if interested in purchasing this title with MyLab Marketing, ask your instructor for the correct package ISBN and Course ID. Instructors, contact your Pearson representative for more information.

If you would like to purchase both the physical text and MyLab Marketing, search for:

0134642317 / 9780134642314 Principles of Marketing Plus MyLab Marketing with Pearson eText -- Access Card Package

 

Package consists of:

• 013449251X / 9780134492513 Principles of Marketing
• 0134518284 / 9780134518282 MyLab Marketing with Pearson eText -- Access Card -- for Principles of Marketing

 

 

About this title

About the Authors

Philip Kotler, Ph.D.is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management. He is the author of 35 books, including "Marketing Management", the most widely used marketing book in graduate business schools worldwide. He has been a consultant to IBM, General Electric, AT&T, Bank of America, Merck, Motorola, Ford, and other global corporations and places.

Gary Armstrong is a Lecturer in the Department of Sport Science at Brunel University.

Edition details

• Publisher: Pearson
• Publication date: 2015
• ISBN 10: 0133973301
• ISBN 13: 9780133973303
• Binding: Loose Leaf
• Language: English
• Number of pages: 720