The Principles of Marketing, 8th European Edition, by Kotler et al. addresses a wide range of theoretical concepts and practical topics, reflecting the rapid pace of marketing in the modern world. It examines traditional aspects of marketing and connects them with modern and future concepts. The authors present fundamental marketing information within an innovative customer value framework to help students understand how to create value and build customer relationships.

In a rapidly changing, increasingly digital and social market, it is crucial for marketers to build meaningful connections with their customers. The Principles of Marketing, 8th European Edition, supports students in mastering today's central marketing challenge: creating vibrant, interactive communities of consumers that make products and brands an integral part of their daily lives.