For principles of marketing courses.

Learn how to create customer value and engagement in order to capture value in return

Principles of Marketing shows students how to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help them master this key challenge, the authors present the fundamentals of marketing within an innovative customer-value framework.

The 19th Edition has been revised to reflect the major trends impacting contemporary marketing. It's packed with stories illustrating how companies are using new digital technologies to maximize customer engagement and shape brand conversations, experiences and communities.