Summary: For undergraduate Principles of Marketing courses
Today's marketing challenge is creating vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Learn how to create value and gain loyal customers.
Kotler/Armstrong is a comprehensive, classic principles text organized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer r ...show moreelationships. The changing nature of consumer expectations means that marketers must learn how to build communities in addition to brand loyalty.
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