Principles of Marketing

This book takes a practical marketing-management approach, providing countless in-depth, real-life examples and stories about marketing concepts and bring it to life. In the seventeenth edition, every chapter has an engaging opening story, highlights that provide fresh insights into real marketing practices. Learn how:

• 📱 Samsung and their passion for creating superb online customer experiences has made it a poster child for direct and digital marketing.
• 🍏 Apple and their great success is never about prices; it’s always been about creating “life-feels-good” user experiences that make its products fly off the shelves despite their premium prices.
• ✈️ Emirates became a lifestyle brand by changing the way it reached out to customers. It framed itself as connecting peoples and cultures, creating meaningful experiences
• 🚗 App-based car sharing service Uber is radically reshaping urban transportation channels in cities around the globe, but it is now facing stiff competition from local rivals.
• 👗 Zara and their control of the distribution chain, from design, production to worldwide distribution network, is turning the brand into the world’s fastest growing retailer.

Beyond such features, each chapter is packed with real, engaging, and timely examples that reinforce key concepts. No other text brings marketing to life like the seventeenth edition of Principles of Marketing.