Principles of Marketing / Philip Kotler, Gary Amstrong, Sridhar Balasubramanian

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Principles of Marketing / Philip Kotler, Gary Amstrong, Sridhar Balasubramanian

Book

KOTLER, Philip | ARMSTRONG, Gary | BALASUBRAMANIAN, Sridhar

Published by Pearson - 2024 , 19th ed, global edition

Library: Paris Champerret

Source : Syracuse

Item type: Book
Language: English

Publication year: 2024
Edition no.: 19th ed, global edition

ISBN

978-1-292-44936-5

Sujets ACIEGE

121.67

Subjects: STRATEGIC MARKETING - MARKETING MIX - CUSTOMER RELATIONSHIP MANAGEMENT - SOCIAL MEDIA

This textbook presents a comprehensive overview of basic marketing concepts, strategies, and practices within a customer engagement framework, which shows how creating an capturing customer value drives effective marketing strategies. This 19th edition gives an insight on major digital transformations in marketing research; omni-channel marketing; real-time customer listening and marketing; digital, mobile, and social media marketing.

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