Description
Pearson Principles of Marketing Global Edition 2013 Edition by Philip Kotler, Gary Armstrong
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 Process1. Marketing: Creating and Capturing Customer Value2. Company and Marketing Strategy: Partnering to Build Customer RelationshipsPart II. Understanding the Marketplace and Consumers3. Analyzing the Marketing Environment4. Managing Marketing Information to Gain Customer Insights5. Consumer Markets and Consumer Buyer Behavior6. Business Markets and Business Buyer BehaviorPart III. Designing a Customer-Driven Strategy and Mix7. Consumer-Driven Marketing Strategy8. Products, Services, and Brands: Building Customer Value9. New Product Development and Product Life-Cycle Strategies10. Pricing: Understanding and Capturing Customer Value11. Pricing Strategies12. Marketing Channels: Delivering Customer Value13. Retailing and Wholesaling14. Communicating Customer Value: Integrated Marketing Communications Strategy15. Advertising and Public Relations16. Personal Selling and Sales Promotion17. Direct and Online Marketing: Building Direct Customer RelationshipsPart IV. Extending Marketing18. Creating Competitive Advantage19. The Global Marketplace20. Sustainable Marketing: Social Responsibility and EthicsAppendix 1 Marketing PlanAppendix 2 Marketing by the NumbersReferencesGlossaryCreditsIndex