This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include:
New! Every chapter features revised and expanded topics on new marketing technologies.
Updated! Revised coverage of the rapidly changing nature of customer relationships.
New ! Substantial new material on the trend toward two-way interactions between customers and brands.
Now in the fifteenth edition, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework. Kotler and Armstrong uses globally applicable examples throughout the text, including Al Jazeera's expanding business portfolio, customer relationship management at Vodafone and targeting the right market at AirAsia.
This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include:
New! Every chapter features revised and expanded topics on new marketing technologies.
Updated! Revised coverage of the rapidly changing nature of customer relationships.
New ! Substantial new material on the trend toward two-way interactions between customers and brands.
Now in the fifteenth edition, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework. Kotler and Armstrong uses globally applicable examples throughout the text, including Al Jazeera's expanding business portfolio, customer relationship management at Vodafone and targeting the right market at AirAsia.
