Principles of Marketing, An Asian Perspective

This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book.

For principles of marketing courses that require a comprehensive text.

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 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 18th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.

Personalize learning with MyLab Marketing

By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student.

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