ISBN: 9781292220178 is a Global Edition of Principles of Marketing 17th edition by Philip T. Kotler (Author), Gary Armstrong (Author). This ISBN 9781292220178 is student textbook only. It will not come with online access code. The global edition has different cover page of U.S edition which sold under ISBN: 9780134492513 (HARDCOVER) ISBN 9780134461526 (Loose Leaf) or ISBN 9780134492513 (eTextbook) or Principles of Marketing courses that require a comprehensive text. Help students learn how to create value through customer connections and engagement In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers.Principles of Marketing helps students master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. MyLabTM Marketing not included.Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson rep for more information. - from Amzon