Principles of Marketing
14th Edition
Published on 13. June 2011
Book
Paperback/Softback
744 pages
978-0-13-216712-3 (ISBN)
Description
Learn how to create value and gain loyal customers.
Today's marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help readers understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework.
The fourteenth edition includes coverage on sustainability and a focus on marketing in today's challenging economic climate.
Today's marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help readers understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework.
The fourteenth edition includes coverage on sustainability and a focus on marketing in today's challenging economic climate.
More details
Edition
14th edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
College/higher education
Dimensions
Height: 222 mm
Width: 284 mm
Thickness: 28 mm
Weight
1576 gr
ISBN-13
978-0-13-216712-3 (9780132167123)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Philip T. Kotler | Gary Armstrong
Principles of Marketing Plus MyMarketingLab with Pearson eText -- Access Card Package
Book
09/2014
15th Edition
Prentice Hall
€200.24
Article is exhausted; no reprint
Philip T. Kotler | Gary Armstrong
Principles of Marketing
Book
03/2013
15th Edition
Pearson
€199.30
Article is exhausted; no reprint
Previous edition
Philip T. Kotler | Gary Armstrong
Principles of Marketing
Book
02/2009
13th Edition
Pearson
€116.36
Article exhausted; check for reprint
Content
Chapter 1. Marketing: Creating and Capturing Customer Value
Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Chapter 3. Analyzing the Marketing Environment
Chapter 4. Managing Marketing Information to Gain Customer Insights
Chapter 5. Consumer Markets and Consumer Buyer Behavior
Chapter 6. Business Markets and Business Buyer Behavior
Chapter 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 8. Products, Services, and Brands: Building Customer Value
Chapter 9. Developing New Products and Managing the Product Life Cycle
Chapter 10. Pricing Strategies: Understanding and Capturing Customer Value
Chapter 11. Additional Pricing Considerations
Chapter 12. Marketing Channels: Delivering Customer Value
Chapter 13. Retailing and Wholesaling
Chapter 14. Communicating Customer Value
Chapter 15. Advertising and Public Relations
Chapter 16. Personal Selling and Sales Promotion
Chapter 17. Direct and Online Marketing: Building Direct Customer Relationships
Chapter 18. Creating Competitive Advantage
Chapter 19. The Global Marketplace
Chapter 20. Sustainable Marketing: Social Responsibility and Ethics
Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Chapter 3. Analyzing the Marketing Environment
Chapter 4. Managing Marketing Information to Gain Customer Insights
Chapter 5. Consumer Markets and Consumer Buyer Behavior
Chapter 6. Business Markets and Business Buyer Behavior
Chapter 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 8. Products, Services, and Brands: Building Customer Value
Chapter 9. Developing New Products and Managing the Product Life Cycle
Chapter 10. Pricing Strategies: Understanding and Capturing Customer Value
Chapter 11. Additional Pricing Considerations
Chapter 12. Marketing Channels: Delivering Customer Value
Chapter 13. Retailing and Wholesaling
Chapter 14. Communicating Customer Value
Chapter 15. Advertising and Public Relations
Chapter 16. Personal Selling and Sales Promotion
Chapter 17. Direct and Online Marketing: Building Direct Customer Relationships
Chapter 18. Creating Competitive Advantage
Chapter 19. The Global Marketplace
Chapter 20. Sustainable Marketing: Social Responsibility and Ethics