![]() ![]() In these digital times, sweeping advances in “the Internet of Things”-from social and mobile media, connected digital devices, and the new consumer empowerment to “big data” and new marketing analytics-have profoundly affected both marketers and the consumers they serve.Īll around the world-across five continents, more than 40 countries, and 24 languages-students, professors, and business professionals have long relied on Kotler/Armstrong’s Principles of Marketing as the most-trusted source for teaching and learning about the latest developments in basic marketing concepts and practices. Beyond traditional tried-and-true marketing concepts and practices, today’s marketers have added a host of new-age tools for engaging consumers, building brands, and creating customer value and relationships. Recent surges in digital technologies have created a new, more engaging, more connected marketing world. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts.The Seventeenth Edition of Kotler/Armstrong’s Principles of Marketing! Setting the World Standard in Marketing Education ![]() MyLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. ![]() Instructors, contact your Pearson rep for more information. MyLab should only be purchased when required by an instructor. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. 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. ![]() 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. 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. In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. ![]()
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January 2023
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