Jul 04, 2020

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The 11th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe.

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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.

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· Marketing Plan (Appendix 1) contains a detailed sample marketing plan that helps students apply important marketing planning concepts. · NEW and REVISED - Marketing by the Numbers (Appendix 2) provides students with a comprehensive intro to the marketing financial analysis that helps guide, assess, and support marketing decisions.

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