Principles Of Marketing Philip Kotler 13th Edition [exclusive] -

A notable addition here is the discussion on in response to digital disruptors like Amazon and Netflix (both cited as examples).

Perhaps the most significant contribution of this edition is its focus on . Previous decades focused on the transaction—making the sale. The 13th edition shifted the paradigm to Customer Lifetime Value (CLV) . It teaches that the goal is not just to acquire customers, but to retain them and grow them. The concept of "Customer Equity"—the total combined customer lifetime values of all of the company’s customers—is presented as the ultimate measure of a firm's health. Principles Of Marketing Philip Kotler 13th Edition

Here is a high-level breakdown of the ’s core content: A notable addition here is the discussion on