Philip Kotler, Gary Armstrong

Principles of Marketing, Global Edition (eBook, ePUB)

• Format: ePub

Produktbeschreibung

For principles of marketing courses that require a comprehensive text. Learn how to create value through customer connections and engagement 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 maximise customer engagement and shape brand conversations, experiences, and communities.

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Produktdetails

• Verlag: Pearson HigherEducation
• Seitenzahl: 736
• Altersempfehlung: ab 18 Jahre
• Erscheinungstermin: 18. Januar 2021
• Englisch
• ISBN-13: 9781292341224
• Artikelnr.: 62306031

Inhaltsangabe

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