Principles of Marketing

by Kotler, Philip; Armstrong, Gary

• ISBN13: 9780136079415
• ISBN10: 0136079415
• Edition: 13th
• Format: Hardcover
• Copyright: 2010-01-01
• Publisher: Prentice Hall

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.