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9780132167123

Principles of Marketing

by ;
  • ISBN13:

    9780132167123

  • ISBN10:

    0132167123

  • Edition: 14th
  • Format: Hardcover
  • Copyright: 2011-02-06
  • Publisher: PEARSON
  • View Upgraded Edition

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Supplemental Materials

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Summary

Today#x19;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. #xA0; For undergraduate Principles of Marketing courses

Table of Contents

Chapter 1. Marketing: Creating and Capturing Customer Value

Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Relationships

Chapter 3. Analyzing the Marketing Environment

Chapter 4. Managing Marketing Information to Gain Customer Insights

Chapter 5. Consumer Markets and Consumer Buyer Behavior

Chapter 6. Business Markets and Business Buyer Behavior

Chapter 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers

Chapter 8. Products, Services, and Brands: Building Customer Value

Chapter 9. Developing New Products and Managing the Product Life Cycle

Chapter 10. Pricing Strategies: Understanding and Capturing Customer Value

Chapter 11. Additional Pricing Considerations

Chapter 12. Marketing Channels: Delivering Customer Value

Chapter 13. Retailing and Wholesaling

Chapter 14. Communicating Customer Value

Chapter 15. Advertising and Public Relations

Chapter 16. Personal Selling and Sales Promotion

Chapter 17. Direct and Online Marketing: Building Direct Customer Relationships

Chapter 18. Creating Competitive Advantage

Chapter 19. The Global Marketplace

Chapter 20. Sustainable Marketing: Social Responsibility and Ethics

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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