Principles of marketing
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9781292220178
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17th ed
Appendix: p. 627-665
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 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.
MyLabTM Marketing not included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson rep for more information.
MyLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts.
Thoroughly revised to reflect the major trends impacting contemporary marketing, the 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.
MyLabTM Marketing not included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson rep for more information.
MyLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts.
734 p.
28 cm.
ill.
Part 1: Defining Marketing and the Marketing Processâ
1. Marketing: Creating Customer Value and Engagementâ
2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationshipsâ
Part 2: Understanding the Marketplace and Consumer Valueâ
3. Analyzing the Marketing Environmentâ
4. Managing Marketing Information to Gain Customer Insightsâ
5. Consumer Markets and Buyer Behaviorâ
6. Business Markets and Business Buyer Behaviorâ
Part 3: Designing a Customer Value-Driven Strategy and Mixâ
7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customersâ
8. Products, Services, and Brands: Building Customer Valueâ
9. Developing New Products and Managing the Product Life Cycle â
10. Pricing: Understanding and Capturing Customer Valueâ
11. Pricing Strategies: Additional Considerationsâ
12. Marketing Channels: Delivering Customer Valueâ
13. Retailing and Wholesalingâ
14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategyâ
15. Advertising and Public Relationsâ
16. Personal Selling and Sales Promotionâ
17. Direct, Online, Social Media, and Mobile Marketingâ
Part 4: Extending Marketingâ
18. Creating Competitive Advantageâ
19. The Global Marketplaceâ
20. Sustainable Marketing: Social Responsibility and Ethicsâ
Appendix 1: Marketing Planâ
Appendix 2: Marketing by the Numbersâ
Appendix 3: Careers in Marketing
1. Marketing: Creating Customer Value and Engagementâ
2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationshipsâ
Part 2: Understanding the Marketplace and Consumer Valueâ
3. Analyzing the Marketing Environmentâ
4. Managing Marketing Information to Gain Customer Insightsâ
5. Consumer Markets and Buyer Behaviorâ
6. Business Markets and Business Buyer Behaviorâ
Part 3: Designing a Customer Value-Driven Strategy and Mixâ
7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customersâ
8. Products, Services, and Brands: Building Customer Valueâ
9. Developing New Products and Managing the Product Life Cycle â
10. Pricing: Understanding and Capturing Customer Valueâ
11. Pricing Strategies: Additional Considerationsâ
12. Marketing Channels: Delivering Customer Valueâ
13. Retailing and Wholesalingâ
14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategyâ
15. Advertising and Public Relationsâ
16. Personal Selling and Sales Promotionâ
17. Direct, Online, Social Media, and Mobile Marketingâ
Part 4: Extending Marketingâ
18. Creating Competitive Advantageâ
19. The Global Marketplaceâ
20. Sustainable Marketing: Social Responsibility and Ethicsâ
Appendix 1: Marketing Planâ
Appendix 2: Marketing by the Numbersâ
Appendix 3: Careers in Marketing
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