Principles of Marketing by Gary Armstrong (Author) delves into the essentials of marketing in an era marked by rapid technological change and heightened social interaction. This 17th edition, published on January 4, 2017, spans 736 pages and is designed for comprehensive learning in Principles of Marketing courses. The book focuses on helping readers understand how to create value through customer connections and engagement, emphasizing the importance of developing meaningful relationships with customers in today’s fast-paced, digital marketplaces.

Kotler and Armstrong present fundamental marketing principles within an innovative customer-value framework, equipping students with the tools necessary to thrive in a dynamic business environment. The 17th edition has been thoroughly revised to reflect major trends impacting contemporary marketing, including the use of new digital technologies for enhancing customer engagement and shaping brand conversations, experiences, and communities.

MyLab Marketing, an integral part of this edition, offers an online homework, tutorial, and assessment program that complements the text. This structured environment allows students to practice what they learn, test their understanding, and pursue personalized study plans that facilitate better absorption of course material and a deeper grasp of challenging concepts.

For those seeking to master marketing in today’s evolving landscape, Principles of Marketing by Gary Armstrong is an indispensable resource.