Principles of Marketing

by Kotler, Philip; Armstrong, Gary

• ISBN13: 9780132390026
• ISBN10: 0132390027
• Edition: 12th
• Format: Hardcover
• Copyright: 2010-01-01
• Publisher: Pearson College Div

Summary

The 12 th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined,Principles of Marketingtells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field.Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace.An excellent tool for anyone in marketing and sales, whether self- or corporate- employed.

Table of Contents

Understanding Marketing and the Marketing Process

Marketing in a Changing World: Creating Customer Value and Satisfaction

Strategic Planning and the Marketing Process

The Global Marketing Environment

Developing Marketing Opportunities and Strategies

Marketing Research and Information Systems

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Market Segmentation, Targeting, and Positioning for Competitive Advantage

Developing the Marketing Mix

Product and Services Strategies

New Product Development and Life Cycle Strategies

Pricing Considerations and Strategies

Distribution Channels and Logistics Management

Retailing and Wholesaling

Integrated Marketing Communication Strategy

Advertising, Sales, Promotion, and Public Relations

Personal Selling and Sales Management

Direct and Online Marketing: The New Marketing Model

Managing Marketing

The Global Marketplace

Marketing and Society: Social Responsibility and Marketing Ethics

Table of Contents provided by Publisher. All Rights Reserved.