For courses in Principles of Marketing using a comprehensive text

Help students learn how to create value and gain loyal customers.
 
Principles of Marketing helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Presenting fundamental marketing information within an innovative customer-value framework, the program helps students understand how to create value and gain loyal customers. 

The fifteenth edition has been thoroughly revised to reflect the major trends and forces impacting marketing in this era of customer value and high-tech customer relationships. Emphasizing the great role that technology plays in contemporary marketing, it’s packed with new stories and examples illustrating how companies employ technology to gain competitive advantage–from traditional marketing all-stars such as P&G and McDonald’s to new-age digital competitors such as Apple and Google. 

Newly available with the fifteenth edition, the new design MyMarketingLab’s hands-on activities and exercises enable students to better understand and master the course’s core concepts–and the skills required to be successful marketers today.