The book is built around an innovative , focusing on how companies create value for customers and build strong relationships to capture value in return.
: This edition highlights the shift to the digital age, covering social media, SEO, SEM, and mobile marketing. Principles of Marketing (14th Edition)
: Each chapter includes clear learning objectives, synopses, and review questions, making it highly accessible for self-study. The book is built around an innovative ,
: Features like "Marketing by the Numbers" and interactive online resources (available through Pearson MyLab ) enhance the learning experience for students. Considerations : Features like "Marketing by the Numbers" and
: Reviewers on Amazon and Course Hero praise its use of real-world case studies (e.g., IKEA, Target, and TOMS Shoes) that help bridge the gap between theory and practice.
: Updated content specifically addresses marketing strategies in a more challenging economic climate following the Great Recession. Key Strengths
: As a 14th edition (published around 2012), some specific digital examples may feel dated compared to the most recent versions, though the core principles remain timeless. Product Specifications Authors : Philip Kotler and Gary Armstrong. Length : Approximately 740 pages. Publisher : Prentice Hall/Pearson .