Principles of MARKETING

• Main Authors: Kotler, Philip (Author), Armstrong, Gary (Author), Opresnik, Marc Oliver (Author)
• Format: Book
• Language: English
• Published: United Kingdom Pearson Education Limited 2018
• Edition: GLOBAL EDITION
• Subjects: Marketing
• Online Access: Click Here to View Status and Holdings.

'Principles of Marketing' is organized around an innovative customer-value and customer-relationship framework. For Principles of Marketing courses that require a comprehensive text. Help students learn how to create value through customer connections and engagementIn a fast-changing, incr...

Table of Contents:

• Part 1: Defining Marketing and the Marketing Process 1. Marketing: Creating Customer Value and Engagement 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships Part 2: Understanding the Marketplace and Consumer Value 3. Analyzing the Marketing Environment 4. Managing Marketing Information to Gain Customer Insights 5. Consumer Markets and Buyer Behavior 6. Business Markets and Business Buyer Behavior Part 3: Designing a Customer Value-Driven Strategy and Mix 7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers 8. Products, Services, and Brands: Building Customer Value 9. Developing New Products and Managing the Product Life Cycle 10. Pricing: Understanding and Capturing Customer Value 11. Pricing Strategies: Additional Considerations 12. Marketing Channels: Delivering Customer Value 13. Retailing and Wholesaling 14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy 15. Advertising and Public Relations 16. Personal Selling and Sales Promotion 17. Direct, Online, Social Media, and Mobile Marketing Part 4: Extending Marketing 18. Creating Competitive Advantage 19. The Global Marketplace 20. Sustainable Marketing: Social Responsibility and Ethics Appendix 1: Marketing Plan Appendix 2: Marketing by the Numbers Appendix 3: Careers in Marketing