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Principles of Marketing. Fifteenth Global Edition

Today's marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help students understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework. New coverage in every chapter of this edition shows how companies and consumers are dealing with marketing and today's uncertain economy. Starting with a major new section in Chapter 1 and continuing with new sections, discussions, and examples integrated throughout the text, this edition shows how marketers must focus on creating customer value and sharpen their value propositions to serve the needs of today's more frugal consumers.

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Detail Information

Series Title

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Call Number

658.8 Kot p

Publisher

England : Pearson Education., 2014

Collation

716 p. : ill. ; 28 cm

Language

English

ISBN/ISSN

9780273786993

Classification

658.8

Content Type

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Media Type

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Carrier Type

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Edition

Fifteenth Global Edition

Subject(s)

MARKETING

Specific Detail Info

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Statement of Responsibility

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