Kotler, Philip; Armstrong, Gary; Harris, Lloyd C.; He, … - 2020 - Eighth European edition
"These are exciting times in marketing. Recent surges in digital technologies have created a new, more engaging, more … connected marketing world. Beyond traditional tried-and-true marketing concepts and practices, today's marketers have added a … new consumer empowerment to 'big data' and new marketing analytics - have profoundly affected both marketers and the …