Description

Principles of Marketing 19e discusses today's key marketing challenges to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Presenting fundamental marketing information embedded with the innovative customer-value framework, this book helps readers understand how to create value and gain loyal customers. This edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships. The text has been thoroughly revised to emphasizing the great role that social media and technology play in contemporary marketing. Packed with new stories and examples, the text illustrates how companies employ innovative techniques to gain competitive advantage-from traditional marketing all-stars to new-age digital competitors. The feature-enriched content and simple language make this book a must-read for students and practicing managers to understand the fundamentals of marketing and the latest developments in the industry. KEY HIGHLIGHTS Marketing in a Digital Age of customer value and engagement Threats and opportunities caused by the COVID-19 pandemic for marketers New real-world Brand stories, cases, and in-text examples like McDonald's, Gillette, Nestle-Maggi, Hindustan Unilever Ltd., Procter and Gamble, Colgate-Palmolive, etc. Case studies on Indian brands like Amul, Patanjali Ayurved, Royal Enfield, Titan, Indigo Airlines, and many others Cover image. Cunose Photography/Shutterstock