Principles of Marketing, Global Edition + MyLab Marketing with Pearson eText

For principles of marketing courses that require a comprehensive text

This pack contains 1 copy of Principles of Marketing, Global Edition + 1 printed access card to MyLab Marketing with eText. 

Learn how to create value through customer connections and engagement.

In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students 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. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 18th Edition is packed with stories illustrating how companies use new digital technologies to maximise customer engagement and shape brand conversations, experiences, and communities.

Pearson MyLab is the world's leading online self-study, homework, tutorial and assessment product designed with a single purpose in mind: to improve the results of all higher education students, one student at a time. To access the MyLab you need a Course ID from your instructor.