It is an introduction to the science of Marketing, written by P. Kotler and G. Armstrong, two authorities in the field of Business Administration and Marketing. A modern and enriched book with practical applications for those involved academically, research or practically with issues of business strategy.

The authors provide a complete view of the science of marketing, through a comprehensive framework for developing customer value and relationships with a focus on the use of new technologies, internet applications and e-business. Special attention is given to issues of ethics and social responsibility of businesses towards their customers and partners. Trends and challenges emerging in the business environment are recorded and integrated into classical principles, expanding the methodology and techniques of research and management. Strategic business development issues are also analyzed, with emphasis on supply chain management and relationship building with partners.

Innovative communication channels and digital marketing are modern applications included in the authors' analysis. Customer-centric strategy, business strategic planning, information management, understanding consumer buying behavior, pricing, promotion and distribution channels, public relations and the international market are among the topics analyzed. These are issues of classical marketing principles and methods, filtered through the developments that have taken place in the field.

The abundance of practical examples, guiding questions, case studies, as well as the provision of a list of electronic addresses as a source for further study and research make this work a useful tool in the hands of marketing professionals, entrepreneurs and students.