Principles of Marketing, eBook, Global Edition
Description
For principles of marketing courses that require a comprehensive text.
In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 18th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.
More details
Other editions
New editions
Additional editions
Content
PART 1:DEFINING MARKETING AND THE MARKETING PROCESS
1. Marketing:Creating Customer Value and Engagement
2. Companyand Marketing Strategy: Partnering to Build Customer Engagement, Value, andRelationships
PART 2:UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE
3. Analyzingthe Marketing Environment
4. Managing MarketingInformation to Gain Customer Insights
5. ConsumerMarkets and Buyer Behavior
6. BusinessMarkets and Business Buyer Behavior
PART 3:DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX
7. CustomerValue-Driven Marketing Strategy: Creating Value for Target Customers
8. Products,Services, and Brands: Building Customer Value
9. DevelopingNew Products and Managing the Product Life Cycle
10. Pricing:Understanding and Capturing Customer Value
11. PricingStrategies: Additional Considerations
12. MarketingChannels: Delivering Customer Value
13. Retailingand Wholesaling
14. EngagingConsumers and Communicating Customer Value: Integrated Marketing CommunicationStrategy
15.Advertising and Public Relations
16. PersonalSelling and Sales Promotion
17. Direct,Online, Social Media, and Mobile Marketing
PART 4:EXTENDING MARKETING
18. CreatingCompetitive Advantage
19. TheGlobal Marketplace
20.Sustainable Marketing: Social Responsibility and Ethics
Appendix 1:Marketing Plan
Appendix 2:Marketing by the Numbers
Appendix 3:Careers in Marketing
