Principles of Marketing Philip Kotler, Gary Armstrong, and Lloyd Harris is a textbook focused on marketing. This 8th European Edition covers theoretical concepts and practical issues within marketing and is intended for higher education.
This work provides an in-depth analysis of the rapid developments in the field of study, with a focus on value creation through innovative customer relationships. The 8th European Edition combines traditional marketing principles with new insights, with a customer-oriented approach at its core.
Key features of this edition include: extensive examples of digital technologies for customer engagement; an improved learning structure with clear learning objectives and commentary; up-to-date case studies and videos that place theory into practice.
The book aligns with topics such as Sales and marketing and BUSINESS & ECONOMICS / Sales & Selling / General and / Marketing / General. As such, it is a valuable resource for both bachelor’s and master’s programs in marketing.