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Principles of Marketing, CourseSmart eTextbook, 14th Edition

By Philip Kotler, Gary Armstrong

Published by Prentice Hall

Published Date: Jan 31, 2011

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Description

For undergraduate Principles of Marketing courses

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.

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

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Principles of Marketing, CourseSmart eTextbook, 14th Edition
Format: Safari Book

$102.99 | ISBN-13: 978-0-13-216714-7