Principles of Marketing (15th Edition)

Readers interested in an overview of marketing strategies and techniques.




Learn how to create value and gain loyal customers.

Principles of Marketing helps current and aspiring marketers master todays key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Presenting fundamental marketing information within an innovative customer-value framework, the book helps readers understand how to create value and gain loyal customers.

The fifteenth edition has been thoroughly revised to reflect the major trends and forces impacting marketing in this era of customer value and high-tech customer relationships. Emphasizing the great role that technology plays in contemporary marketing, its packed with new stories and examples illustrating how companies employ technology to gain competitive advantagefrom traditional marketing all-stars such as P&G and McDonalds to new-age digital competitors such as Apple and Google.