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How the internet, social media, and mobile apps have shifted the power from brands to consumers.

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Shifts from "push" advertising to content marketing and social media engagement. 4. Building Strong Brands A major theme of the 15th edition is Brand Equity How the internet

Kotler introduces the . In a world of Big Data, knowing how to filter internal records, marketing intelligence, and marketing research is vital for any strategic presentation. 4. Analyzing Consumer Markets