Learn how to create value and gain loyal customers. Principles of Marketing helps current and aspiring marketers master today s 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.
Especially when the introduction claims that "every page has been poured over to provide the most up to date research and business articles for educational purposes. Through the whole book. While the book is clearly organized, sometimes the grammatical mistakes deter from the flow of reading, making the study process aggravating at times. And while this is a marketing book for a marketing course, it seems more like an excuse to market TO YOU.
It's clearly written and includes lots of fresh, up-to-date, illustrative real-world examples to prove their theories and statements. Each chapter is filled with key terms used in the real world and the definitions can be found in the margins. Hands-on activities and exercises enable students to better understand and master course concepts, and the skills required to be successful marketers today. MyMarketingLab should only be purchased when required by an instructor.