The 17th edition of Philip Kotler's Principi di Marketing (Principles of Marketing) is widely considered a foundational "bible" for both students and professionals. This edition, often co-authored by Gary Armstrong, focuses heavily on creating customer value and managing engagement in a digital-first world. Key Features & Updates
The book treats digital not as a channel, but as a layer that permeates everything. It discusses the "Customer Journey" as a non-linear loop rather than a straight line. Concepts like "touchpoints" and the "Zero Moment of Truth" (ZMOT)—the moment a consumer researches a product online before ever seeing an ad—are central. The text explores how AI and predictive analytics allow marketers to anticipate needs before the customer even articulates them. principi di marketing kotler 17 edizione pdf top
In this edition, the authors emphasize Holistic Marketing. This concept argues that marketing is not a siloed department but an organizational-wide discipline. It is broken down into four components: The 17th edition of Philip Kotler's Principi di
Principi di Marketing (17ª edizione) di Philip Kotler e Gary Armstrong è considerato il testo di riferimento mondiale per chiunque voglia comprendere le basi e l'evoluzione del marketing moderno. Pubblicata in Italia da : Sviluppare strategie di prezzo, distribuzione e promozione
: Sviluppare strategie di prezzo, distribuzione e promozione che soddisfino il consumatore e generino profitto. Marketing Sostenibile
: Comprendere i bisogni e i desideri per costruire relazioni solide e durature. Customer Engagement