Principles of Marketing, European Edition

Principles of Marketing, European Edition, 8th Edition, is a comprehensive textbook that presents fundamental marketing concepts within a customer-value framework. Published by Pearson (Intl), the volume assists students in understanding how organizations generate value and establish lasting customer relationships.

The text reflects significant modern trends, illustrating how companies deploy digital technologies to enhance consumer engagement. It examines methods for guiding brand conversations, shaping interactive experiences, and fostering communities that integrate products into everyday life.

To support students in addressing key marketing challenges, the textbook connects foundational theory to applied practice, including a dedicated appendix detailing the preparation of a marketing plan.