Principles of Marketing

Create market value through innovative customer connections and engagement.

Principles of Marketing, 8th European Edition, by Kotler et al. covers a wide range of theoretical concepts and practical issues, accurately reflecting the fast-moving pace of marketing in the modern world.

Ideal for both undergraduate and postgraduate marketing programmes, this textbook examines traditional aspects of marketing and blends them with modern and future concepts. This European Edition presents fundamental marketing information within an innovative customer-value framework to help you understand how to create value and build customer relationships.

Key features for this edition include:

• A wealth of examples, illustrating how companies use new digital technologies to maximise customer engagement
• Improved learning design with chapter-opening stories, clear learning outcomes and explanatory author comments on major chapter sections
• New end-of-chapter case studies and video cases help you apply your learning to actual companies

In a fast-changing, increasingly digital and social marketplace, it is more vital than ever for marketers to develop meaningful connections with their customers. This textbook helps you master today''s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives.