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Includes bibliographical references and index.

"New to This Edition All That's New: Marketing in a Digital Age of Customer Value and Engagement The Twentieth edition of Principles of Marketing reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships. Here are just some of the major new and continuing changes you'll find in this edition. Customer engagement framework: This Twentieth edition continues to build on its customer engagement framework-creating direct and continuous customer involvement in shaping brands, brand conversations, brand experiences, brand advocacy, and brand community. New coverage and fresh examples throughout the text address the latest customer engagement tools, practices, and developments. Digital marketing: In the Twentieth edition, the Digital Marketing chapter (Chapter 17) is retitled, heavily restructured, and much revised, with substantial new framing and content. Rather than treating digital marketing as a part of the promotion mix, the chapter is now a stand-alone digital marketing strategy chapter that focuses on special considerations in preparing digital marketing campaigns. The recrafted chapter is organized around a four-step digital marketing process that involves understanding digital marketing, preparing for a digital marketing campaign, employing digital channels (online, social media, and mobile marketing) in an omni-channel strategy, and addressing public policy issues in digital marketing"-- Provided by publisher.

English