Principles of Marketing, Global Edition (häftad)
Häftad (Paperback)
Antal sidor
Armstrong, Gary
276 x 214 x 26 mm
1570 g
Antal komponenter
Principles of Marketing, Global Edition (häftad)

Principles of Marketing, Global Edition

Häftad Engelska, 2017-07-27
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For Principles of Marketing courses that require a comprehensive text.


Help students learn how to create value through customer connections and engagement

In a fast-changing, increasingly digital and social marketplace, its more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master todays 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.
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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 ValueDriven Strategy and Mix

7. Customer ValueDriven 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