Principles of Marketing

In a fast-changing, increasingly digital and social marketplace, its more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing, European Edition, helps students master todays 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, the authors of this European Edition present fundamental marketing information within an innovative customer-value framework.

Thoroughly revised to reflect the major trends impacting contemporary marketing, the 8th Edition is packed with examples illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.

Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University

Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School, University of North Carolina

Lloyd C. Harris is a Professor of Marketing and Head of the Department of Marketing at Birmingham Business School, University of Birmingham

Hongwei He is Chair Professor of Marketing at Alliance Manchester Business School, The University of Manchester