Principles of Marketing
13th Edition
Published on 26. February 2009
Book
Hardback
744 pages
978-0-13-607941-5 (ISBN)
Description
For undergraduate Principles of Marketing courses
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.
The thirteenth edition of Kotler/Armstrong has been fully updated and redesigned to make the book easier to use. Chapters also now contain opening vignettes and accompanying outlines to help students study.
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.
The thirteenth edition of Kotler/Armstrong has been fully updated and redesigned to make the book easier to use. Chapters also now contain opening vignettes and accompanying outlines to help students study.
More details
Edition
13th edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
College/higher education
Dimensions
Height: 276 mm
Width: 216 mm
Weight
1730 gr
ISBN-13
978-0-13-607941-5 (9780136079415)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Philip T. Kotler | Gary Armstrong
Principles of Marketing
Book
06/2011
14th Edition
Pearson
€199.30
Article exhausted; check for reprint
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
Previous edition
Book
03/2007
12th Edition
Pearson
€115.12
Article exhausted; check for reprint
Content
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
APPENDIXES 1. Marketing Plan
2. Marketing by the Numbers
3. Careers in Marketing
Glossary, Company Index, Subject Index
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
APPENDIXES 1. Marketing Plan
2. Marketing by the Numbers
3. Careers in Marketing
Glossary, Company Index, Subject Index