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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|
|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|
|Creating Competitive Advantage|
|The Global Marketplace|
|Marketing Ethics and Social Responsibility|
|Marketing by the Numbers|
|Careers in Marketing|
|Glossary, Company Index, Subject Index|
|Table of Contents provided by Publisher. All Rights Reserved.|