| Summary: | 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 shows you how to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help you master this key marketing challenge, the authors present the fundamentals within an innovative customer-value framework. The 18th Edition has been thoroughly revised to reflect the major trends impacting contemporary marketing. It's packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences and communities.
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