Principles of Marketing with MyMarketingLab
Global Edition
14th Edition
Published on 27. April 2011
Book
Mixed media product
978-0-273-75250-9 (ISBN)
Description
For undergraduate Principles of Marketing courses
This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.
Today's marketing challenge is creating vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Learn how to create value and gain loyal customers.
Kotler/Armstrong is a comprehensive, classic principles text organized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer relationships. The changing nature of consumer expectations means that marketers must learn how to build communities in addition to brand loyalty.
This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.
Today's marketing challenge is creating vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Learn how to create value and gain loyal customers.
Kotler/Armstrong is a comprehensive, classic principles text organized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer relationships. The changing nature of consumer expectations means that marketers must learn how to build communities in addition to brand loyalty.
More details
Edition
14th edition
Language
English
Place of publication
Harlow
United Kingdom
Target group
College/higher education
Dimensions
Height: 274 mm
Width: 218 mm
Thickness: 25 mm
Weight
1342 gr
ISBN-13
978-0-273-75250-9 (9780273752509)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Philip Kotler | Gary Armstrong
Principles of Marketing, Global Edition
Book
03/2013
15th Edition
Pearson Education Limited
€61.89
Article exhausted; check for reprint
Previous edition
Philip T. Kotler | Gary Armstrong
Principles of Marketing Plus NEW MyMarketing Lab with Pearson eText -- Access Card Package
Book
02/2011
14th Edition
Prentice Hall
€204.26
Article exhausted; check for reprint
Content
last modified by: Audrey DeGennaro | 24-Jan-2011 10:35 AM EST | View History
Part 1 Defining Marketing and the Marketing Process
1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2 Understanding the Marketplace and Consumers 3. The Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Consumer Markets and Consumer Buyer Behavior
6. Business Markets and Business Buyer Behavior
Part 3 Designing a Customer-Driven Marketing Strategy and Marketing Mix 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
8. Product, Services, and Brands: Building Customer Value
9. New-Product Development and Life-Cycle Strategies
10. Pricing: Understanding and Capturing Customer Value
11. Pricing Strategies
12. Marketing Channels: Delivering Customer Value
13. Retailing and Wholesaling
14. Communicating Customer Value: Integrated Marketing Communication Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct and Online Marketing: Building Direct Customer Relationships
Part 4 Extending Marketing 18. Creating Competitive Advantage
19. The Global Marketplace
20. Marketing Ethics and Social Responsibility
Part 1 Defining Marketing and the Marketing Process
1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2 Understanding the Marketplace and Consumers 3. The Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Consumer Markets and Consumer Buyer Behavior
6. Business Markets and Business Buyer Behavior
Part 3 Designing a Customer-Driven Marketing Strategy and Marketing Mix 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
8. Product, Services, and Brands: Building Customer Value
9. New-Product Development and Life-Cycle Strategies
10. Pricing: Understanding and Capturing Customer Value
11. Pricing Strategies
12. Marketing Channels: Delivering Customer Value
13. Retailing and Wholesaling
14. Communicating Customer Value: Integrated Marketing Communication Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct and Online Marketing: Building Direct Customer Relationships
Part 4 Extending Marketing 18. Creating Competitive Advantage
19. The Global Marketplace
20. Marketing Ethics and Social Responsibility