9780136079415

Principles of Marketing

by ;
  • ISBN13:

    9780136079415

  • ISBN10:

    0136079415

  • Edition: 13th
  • Format: Hardcover
  • Copyright: 1/1/2010
  • Publisher: Prentice Hall
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Summary

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 now contain opening vignettes and accompanying outlines to help students study.

Defining Marketing and the Marketing Process; Understanding the Marketplace and Consumers; Designing a Customer-Driven Marketing Strategy and Marketing Mix; Extending Marketing--global marketing, ethics, competitive advantage

Today’s marketers need to make use of all the latest technologies in order to find and capture their market. By creating customer value and building an interactive community, they can develop lasting and profitable relationships with consumers.

Table of Contents

Defining Marketing and the Marketing Process
Marketing: Creating and Capturing Customer Value
Company and Marketing Strategy: Partnering to Build Customer Relationships
Understanding the Marketplace and Consumers
The Marketing Environment
Managing Marketing Information to Gain Customer Insights
Consumer Markets and Consumer Buyer Behavior
Business Markets and Business Buyer Behavior
Designing a Customer-Driven Marketing Strategy and Marketing Mix
Customer-Driven Marketing Strategy: Creating Value for Target Customers
Product, Services, and Brands: Building Customer Value
New-Product Development and Life-Cycle Strategies
Pricing: Understanding and Capturing Customer Value
Pricing Strategies
Marketing Channels: Delivering Customer Value
Retailing and Wholesaling
Communicating Customer Value: Integrated Marketing Communication Strategy
Advertising and Public Relations
Personal Selling and Sales Promotion
Direct and Online Marketing: Building Direct Customer Relationships
Extending Marketing
Creating Competitive Advantage
The Global Marketplace
Marketing Ethics and Social Responsibility
Appendixes
Marketing Plan
Marketing by the Numbers
Careers in Marketing
Glossary, Company Index, Subject Index
Table of Contents provided by Publisher. All Rights Reserved.

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Customer Reviews

Excellent service July 30, 2011
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I looked everywhere for this textbook before I found this edition. The only thing that I could find online was the international edition, so when I found this one I was thrilled. And on top of it, it was half the price of the school bookstore price. Thanks ecampus
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Principles of Marketing: 5 out of 5 stars based on 1 user reviews.

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