Features of Pearson eText for the 8th Edition

Master today's key marketing concepts and create vibrant, interactive communities of consumers.

Principles of Marketing covers a wide range of theoretical concepts and practical issues, accurately reflecting the fast-moving pace of marketing in the modern world. Extend learning beyond the classroom with Pearson eText - an easy-to-use digital textbook. Optimise study time

• Find it fast. Enhanced search makes it easy to find a key term or topic to study. Students can also search videos, images, and their own notes.

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• Study in a flash. Students can use pre-built flashcards or create their own to study how they like. Meet students where they are

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• Watch and learn. Videos and animations within the eText bring tricky concepts to life (available in selected titles).
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Autorentext

Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.

Gary Armstrong is a Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.

Lloyd C. Harris is Head of the Marketing Department and Professor of Marketing at Birmingham Business School, University of Birmingham. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals.

Hongwei He is a Professor of Marketing at Alliance Manchester Business School, University of Manchester, and an Associate Editor for the Journal of Business Research.

Klappentext

Principles of Marketing, helps students understand how to create value, build customer relationships and master key marketing challenges. The the 8th Edition has been thoroughly revised to reflect the major trends impacting contemporary marketing. Packed with examples illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.