The sixteenth edition features completely new and revised coverage of the emerging trend toward customer engagement marketing-building direct and continuous customer involvement in shaping brands, brand conversations, brand experiences, and brand community.The sixteenth edition is packed with new stories and examples illustrating how companies employ digital technology to gain competitive advantage- from traditional marketing all-stars such as Nike, P&G, Coca-Cola, Walmart, IBM, and McDonald’s to new-age digital competitors such as Google, Amazon, Apple, Netflix, Pinterest, and Facebook. A new Chapter 1 section on The Digital Age: Online, Mobile, and Social Media Marketing introduces the exciting new developments in digital and social media marketing.Ī completely revised Chapter 17 on Direct, Online, Social Media, and Mobile Marketing digs deeply into digital marketing tools such as online sites, social media, mobile ads and apps, online video, e-mail, blogs, and other digital platforms that engage consumers anywhere, anytime via their computers, smartphones, tablets, Internet-ready TVs, and other digital devices. The sixteenth edition features new and revised discussions and examples of the explosive impact of exciting new digital marketing technologies shaping marketing strategy and practice-from online, mobile, and social media engagement technologies discussed in Chapters 1, 5, 13, 14, 15, and 17 to “real-time listening” and “big data” research tools in Chapter 4, online influence and brand communities in Chapter 5, and location-based marketing in Chapter 7 to the use of social media and social selling in business-to-business marketing in Chapters 6 and 16 to consumer Web, social media, mobile marketing, and other new communications technologies in Chapters 1, 5, 14, 15, 17, and throughout the text. More than any other developments, sweeping new online, social media, mobile, and other digital technologies are now affecting how marketers, brands, and customers engage each other.
Here are just some of the major and continuing changes you’ll find in this edition. We’ve thoroughly revised the sixteenth edition of Principles of Marketing to reflect the major trends and forces impacting marketing in this digital age of customer value, engagement, and relationships. In the sixteenth edition of Principles of Marketing, you’ll learn how customer value and customer engagement drive every good marketing strategy. If marketers do these things well, they will reap the rewards in terms of market share, profits, and customer equity. In this digital age, to go along with their tried-and-true traditional marketing methods, marketers have a dazzling set of new customer relationship-building tools-from the Internet, smartphones, and tablets to online, mobile, and social media-for engaging customers anytime, anyplace to shape brand conversations, experiences, and community. Then, more than just making a sale, today’s marketers want to engage customers and build deep customer relationships that make their brands a meaningful part of consumers’ conversations and lives. Marketing starts with understanding consumer needs and wants, determining which target markets the organization can serve best, and developing a compelling value proposition by which the organization can attract and grow valued consumers. Today’s marketing is all about creating customer value and engagement in a fast-changing, increasingly digital and social marketplace. Top marketers share a common goal: putting the consumer at the heart of marketing. Marketing: Creating Customer Value and Engagement in the Digital and Social Age Enhanced by MyMarketingLab, our online homework and personalized study tool, the sixteenth edition of Principles of Marketing remains the world standard in introductory marketing education. In this sixteenth edition, we’ve once again added substantial new content and poured over every page, table, figure, fact, and example in order to keep this the best text from which to learn about and teach marketing. More than ever, the sixteenth edition introduces new marketing students to the fascinating world of modern marketing in an innovative, complete, and authoritative yet fresh, practical, and enjoyable way. The Sixteenth Edition of Kotler/Armstrong’s Principles of Marketing! The World Standard in Undergraduate Marketing Education Across five continents, in more than 40 countries, and in 24 languages, students and professors rely on Kotler/Armstrong’s Principles of Marketing as the most-trusted source for teaching and learning basic marketing concepts and practices.