Principles of Marketing: Student Value Edition

Name: Principles of Marketing: Student Value Edition
Availability: OutOfStock
ISBN: 9780133128246

ISBN-10: 0133128245

ISBN-13: 9780133128246

Edition: 2013

Authors: Philip Kotler, Gary Armstrong

List price: $157.13

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Description:

Readers interested in an overview of marketing strategies and techniques.Learn how to create value and gain loyal customers. Principles of Marketing helps current and aspiring marketers master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Presenting fundamental marketing information within an innovative customer-value framework, the book helps readers understand how to create value and gain loyal customers.The fifteenth edition has been thoroughly revised to reflect the major trends and forces impacting marketing in this era of customer value and high-tech customer relationships. Emphasizing…

Book details

List price: $157.13
Copyright year: 2013
Publisher: Pearson College Div
Binding: Cloth Text
Pages: 734
Size: 8.25" wide x 11.00" long x 1.00" tall
Weight: 2.706
Language: English




Defining Marketing and the Marketing Process



Marketing: Creating and Capturing Customer Value



Company and Marketing Strategy: Partnering to Build Customer Relationships



Understanding the Marketplace and Consumers



Analyzing the Marketing Environment



Managing Marketing Information to Gain Customer Insights



Consumer Markets and Consumer Buyer Behavior



Business Markets and Business Buyer Behavior



Designing a Customer-Driven Strategy and Mix



Consumer-Driven Marketing Strategy



Products, Services, and Brands: Building Customer Value



New Product Development and Product Life-Cycle Strategies



Pricing: Understanding and Capturing Customer Value



Pricing Strategies



Marketing Channels: Delivering Customer Value



Retailing and Wholesaling



Communicating Customer Value: Integrated Marketing Communications Strategy



Advertising and Public Relations



Personal Selling and Sales Promotion



Direct and Online Marketing: Building Direct Customer Relationships



Extending Marketing



Creating Competitive Advantage



The Global Marketplace



Sustainable Marketing: Social Responsibility and Ethics



Marketing Plan



Marketing by the Numbers


References


Glossary


Credits


Index