Last edition Elsevier Help students learn how to create value through customer connections and engagement. In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework.
Last Edition
ISBN 13: 9781292220178
Imprint: Pearson Education Limited
Language: English
Authors: Philip Kotler
Pub Date: 10/2018
Pages: 736
Illus: Illustrated
Weight: 1,570.00 grams
Size: h 214 x 276 mm
Product Type: Softcover
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- • Creating value for customers in order to capture value in return
- • Engaging with customers using today’s digital and social media
- • Building and managing strong, value-creating brands
- • EXPANDED! Integrated chapter-opening preview sections start with a Chapter Preview, which briefly previews chapter concepts, links them with previous chapter concepts, and introduces the chapter-opening story.
- • UPDATED! Real-world marketing examples show concepts in action, and bring key course concepts to life. Each chapter-opening vignette and Real Marketing highlight is either new or has been updated to provide fresh and relevant insight.
- Philip Kotler (born May 27, 1931) is an American marketing author, consultant, and professor; currently the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He gave the definition of marketing mix. He is the author of over 60 marketing books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler describes strategic marketing as serving as "the link between society's needs and its pattern of industrial response .
- Part 1: Defining Marketing and the Marketing Process?
- 1. Marketing: Creating Customer Value and Engagement?
- 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships?
- Part 2: Understanding the Marketplace and Consumer Value
- 3. Analyzing the Marketing Environment?
- 4. Managing Marketing Information to Gain Customer Insights?
- 5. Consumer Markets and Buyer Behavior?
- 6. Business Markets and Business Buyer Behavior?
- Part 3: Designing a Customer Value—Driven Strategy and Mix?
- 7. Customer Value—Driven Marketing Strategy: Creating Value for Target Customers?
- 8. Products, Services, and Brands: Building Customer Value?
- 9. Developing New Products and Managing the Product Life Cycle ?
- 10. Pricing: Understanding and Capturing Customer Value?
- 11. Pricing Strategies: Additional Considerations?
- 12. Marketing Channels: Delivering Customer Value?
- 13. Retailing and Wholesaling?
- 14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy?
- 15. Advertising and Public Relations?
- 16. Personal Selling and Sales Promotion?
- 17. Direct, Online, Social Media, and Mobile Marketing?
- Part 4: Extending Marketing
- 18. Creating Competitive Advantage?
- 19. The Global Marketplace?
- 20. Sustainable Marketing: Social Responsibility and Ethics?
- Appendix 1: Marketing Plan?
- Appendix 2: Marketing by the Numbers?
- Appendix 3: Careers in Marketing
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