Principles of Marketing, Global Edition 19th Edition by Gary Armstrong

For principles of marketing courses that require a comprehensive text. 
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  
helps students master today’s key marketing 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, 
Kotler and Armstrong present fundamental marketing information within an 
innovative customer-value framework. Thoroughly revised to reflect 
the major trends impacting contemporary marketing, 
the 18th Edition is packed with stories illustrating how 
companies use new digital technologies to maximize customer
 engagement and shape brand conversations, experiences, and communities.