Today.s marketing challenge is creating vibrant, interactive communities of
consumers who make products and brands a part of their daily lives. Learn how
to create value and gain loyal customers. Kotler/Armstrong is a comprehensive,
classic principles text organized around an innovative customer-value framework.
Students learn how to create customer value, target the correct market, and
build customer relationships. The changing nature of consumer expectations means
that marketers must learn how to build communities in addition to brand loyalty.
The thirteenth edition of Kotler/Armstrong has been fully updated and redesigned
to make the book easier to use. Chapters now contain opening vignettes and
accompanying outlines to help students study. Defining Marketing and the
Marketing Process; Understanding the Marketplace and Consumers; Designing a
Customer-Driven Marketing Strategy and Marketing Mix; Extending Marketing--global
marketing, ethics, competitive advantage. Today.s marketers need to make use of
all the latest technologies in order to find and capture their market. By creating
customer value and building an interactive community, they can develop lasting
and profitable relationships with consumers.

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