Principles of Marketing

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 , European Edition, 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, the authors of this European Edition present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 8th Editionis packed with examples illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School, University of North Carolina. Lloyd C. Harris is a Professor of Marketing and Head of the Department of Marketing at Birmingham Business School, University of Birmingham. Hongwei He is Chair Professor of Marketing at Alliance Manchester Business School, The University of Manchester.