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Principles of Marketing, CourseSmart eTextbook, 15th Edition

By Philip Kotler, Gary Armstrong

Published by Prentice Hall

Published Date: Jun 4, 2013

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Description

For Principles of Marketing courses using a comprehensive text.

 

Learn how to create value and gain loyal customers.

 

Today’s marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help students understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework.

Table of Contents

Part I. Defining Marketing and the Marketing Process

1. Marketing: Creating and Capturing Customer Value

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

 

Part II. Understanding the Marketplace and Consumers

3. Analyzing the Marketing Environment

4. Managing Marketing Information to Gain Customer Insights

5. Consumer Markets and Consumer Buyer Behavior

6. Business Markets and Business Buyer Behavior

 

Part III. Designing a Customer-Driven Strategy and Mix

7. Consumer-Driven Marketing Strategy

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

9. New Product Development and Product Life-Cycle Strategies

10. Pricing: Understanding and Capturing Customer Value

11. Pricing Strategies

12. Marketing Channels: Delivering Customer Value

13. Retailing and Wholesaling

14. Communicating Customer Value: Integrated Marketing Communications Strategy

15. Advertising and Public Relations

16. Personal Selling and Sales Promotion

17. Direct and Online Marketing: Building Direct Customer Relationships

 

Part IV. 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

References

Glossary

Credits

Index

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Principles of Marketing, CourseSmart eTextbook, 15th Edition
Format: Safari Book

$110.99 | ISBN-13: 978-0-13-312821-5