: This edition is thoroughly revised to reflect how brands use digital, social media, and mobile technologies to create interactive consumer communities. Real-World Case Studies
This section sets the stage. It defines marketing as a process by which companies create value for customers and build strong relationships to capture value in return. It introduces the , explaining how companies design business portfolios and functional strategies. : This edition is thoroughly revised to reflect
In Chapter 1, Kotler & Armstrong revise the traditional exchange model by highlighting five distinct concepts: : This edition is thoroughly revised to reflect