Marketing starts with understanding consumer needs and wants, determining which target markets the organization can serve best, and developing a compelling value proposition by which the organization can attract and grow valued consumers. Then, more than just making a sale, today’s marketers want to engage customers and build deep customer relationships that make their brands a meaningful part of consumers’ conversations and lives. In this digital age, to go along with their tried-and-true traditional marketing methods, marketers have a dazzling set of new customer relationship-building tools—from the Internet, smartphones, and tablets to online, mobile, and social media—for engaging customers anytime, anyplace to shape brand conversations, experiences, and community. If marketers do these things well, they will reap the rewards in terms of market share, profits, and customer equity. In the sixteenth edition of Principles of Marketing, you’ll learn how customer value and customer engagement drive every good marketing strategy.市场营销首先要了解消费者的需求和需求，确定组织能够为哪些目标市场提供最好的服务，并制定一个引人注目的价值主张，通过这个价值主张，组织能够吸引和发展有价值的消费者。然后，今天的营销人员不仅仅是做销售，他们还想吸引顾客，建立深厚的顾客关系，使他们的品牌成为消费者对话和生活中有意义的一部分。在这个数字时代，除了他们久经考验的传统营销方法外，营销人员还拥有一套令人眼花缭乱的新客户关系建立工具，从互联网、智能手机和平板电脑到在线、移动和社交媒体，随时随地吸引客户，形成品牌对话、体验和社区。如果营销人员把这些事情做好，他们将在市场份额、利润和客户权益方面获得回报。在第十六版的《市场营销原理》中，您将了解客户价值和客户参与如何推动每一个好的市场营销策略。