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Principles of marketing

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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 readers understand how to create value and gain loyal customers, Principles of Marketing p...

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Bibliographic Details
Main Authors: Kotler, Philip (Author), Armstrong, Gary (Gary M.) (Author)
Format: Book
Language:English
Published: Harlow, UK Pearson [2012]
Edition:Fourteenth edition, global edition
Subjects:
Marketing
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Table of Contents:
  • pt. 1. Defining Marketing and the Marketing Process
  • 1. Marketing: Creating and Capturing Customer Value
  • 2. Company and Marketing Strategy: Partnering to Build Customer Relationships
  • pt. 2. 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
  • pt. 3. Designing a Customer-Driven Strategy and Mix
  • 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
  • 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
  • pt. 4. Extending Marketing
  • 18. Creating Competitive Advantage
  • 19. The Global Marketplace
  • 20. Sustainable Marketing: Social Responsibility and Ethics

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