Grundlagen des Marketing

Philip Kotler's bestseller "Principles of Marketing" is one of the most successful standard works in marketing worldwide. The eighth edition remains true to the recognized approach of presenting a management-oriented perspective on marketing while considering the main trends and forces that shape the field—particularly customer value, customer engagement, and customer relationships—in this digital age.

This edition includes new text material and current examples on traditional marketing topics as well as trendy, rapidly changing areas such as customer-oriented marketing, mobile and social media, big data, and new marketing analytics. In this new edition, the framework of customer engagement is further developed—focusing on direct and lasting customer involvement in brand design, sharing opinions and experiences about brands, and brand communities.

No area of marketing is currently changing as rapidly as the technological possibilities in the online space, such as websites, social media, mobile ads and apps, online videos, emails, blogs, and other digital platforms that invite customers to engage anytime and anywhere through their computers, smartphones, tablets, internet-enabled televisions, and other digital devices.

The eighth European edition of "Principles of Marketing" offers new, up-to-date text material on these exciting developments in each chapter. The book and MyLab "Principles of Marketing" are aimed at students from universities, universities of applied sciences, or vocational academies. However, the book is also essential for anyone needing a reliable guide for daily practice in business.