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Principles of Marketing Philip T. Kotler

Principles of Marketing By Philip T. Kotler

Principles of Marketing by Philip T. Kotler

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Principles of Marketing Summary

Principles of Marketing by Philip T. Kotler

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.

Table of Contents

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

Additional information

CIN0136079415VG
9780136079415
0136079415
Principles of Marketing by Philip T. Kotler
Philip T. Kotler
Used - Very Good
Hardback
Pearson Education (US)
2009-02-26
744
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Principles of Marketing