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 shows you how to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help you master this key marketing challenge, the authors present the fundamentals of marketing within an innovative customer-value framework.

The 19th Edition has been thoroughly revised to reflect the major trends impacting contemporary marketing. It's packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences and communities.

Personalize learning with MyLab Marketing with Pearson+ eTextbook

This flexible digital platform combines unrivaled content, online assessments and customizable features to personalize learning and improve results.

Pearson+ eTextbook is an easy-to-use digital textbook available within MyLab^® that lets you read, highlight and take notes, all in one place.

NOTE: Before purchasing, check with your instructor to confirm the correct ISBN. Several versions of the MyLab and Mastering^® platforms exist for each title, and registrations are not transferable. To register for and use MyLab, you will need either a course ID from your instructor or an invitation link that your instructor will send you directly.

Used books, rentals, and purchases made outside of Pearson

If purchasing or renting from companies other than Pearson, the access codes for the MyLab platform may not be included, may be incorrect, or may be previously redeemed. Check with the seller before completing your purchase.