TY  - BOOK
AU  - Kotler,Philip
AU  -  Armstrong,Gary
AU  - 
TI  - Principles of marketing / 
T2  - Always Learning
SN  - 9781292220178
AV  - HF5415 .K636 2018
U1  - 658.8 KO.P 2018 23
PY  - 2018///
CY  - Harlow, Englaand
PB  - Pearson Higher Education
KW  - Marketing
N1  - Includes bibliographical references (pages 675-703) and index; Part 1. Defining marketing and the marketing process -- Part 2. Understanding the marketplace and consumer value -- Part 3. Designing a customer value -- driven strategy and mix -- Part 4. Extending marketing
N2  - "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 students 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 students 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."-- Provided by publisher
UR  - https://ebookcentral.proquest.com/lib/coventry/detail.action?docID=5139201&query=Principles+of+marketing
ER  -