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Principles of Marketing

ISBN-10: 0136079415
ISBN-13: 9780136079415
Edition: 13th 2010
List price: $217.33
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Description: Todayrsquo;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  More...

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Book details

List price: $217.33
Edition: 13th
Copyright year: 2010
Publisher: Prentice Hall PTR
Publication date: 12/28/2008
Binding: Hardcover
Pages: 744
Size: 8.75" wide x 11.00" long x 1.25" tall
Weight: 3.586
Language: English

Todayrsquo;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. The thirteenth edition of Kotler/Armstrong has been fully updated and redesigned to make the book easier to use. Chapters now contain opening vignettes and accompanying outlines to help students study. Defining Marketing and the Marketing Process; Understanding the Marketplace and Consumers; Designing a Customer-Driven Marketing Strategy and Marketing Mix; Extending Marketing--global marketing, ethics, competitive advantage Todayrsquo;s marketers need to make use of all the latest technologies in order to find and capture their market. By creating customer value and building an interactive community, they can develop lasting and profitable relationships with consumers.

Wesley Schultz is Professor of Psychology at California State University, San Marcos. His expertise is in social psychology, environmental psychology, and statistics. His work in these areas has focused particularly on social influence, and effective strategies for promoting conservation behavior. He has published extensively in these areas, with recent books on the Psychology of Sustainable Development (Kluwer, 2002), Attitudes and Opinions (Erlbaum, 2005), and Social Psychology: An Applied Perspective (Prentice-Hall, 2000). Over the past 10 years, he has published more than 40 book chapters and peer-reviewed articles, and given hundreds of professional and invited presentations around the world. In addition to his academic research and teaching, Professor Schultz maintains an active schedule of training and consulting with organizations interested in developing and implementing principles of social marketing. He has worked on projects for a variety of organizations, including the Environmental Protection Agency, National Institute of General Medical Science, National Institute of Justice, Keep America Beautiful, California Integrated Waste Management Board, and Opower. His work has been featured in Business Week, the NY Times, BBC International, National Public Radio, Time Magazine, and numerous other media outlets.Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Chicago. Kellogg was voted the �Best Business School� for six years in Business Week�s survey of United States business schools. It is also rated as the �Best Business School for the Teaching of Marketing.� Professor Kotler has significantly contributed to Kellogg�s success through his many years of research and teaching there.He received his master�s degree at the University of Chicago and his Ph.D. degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.Professor Kotler is the author of Marketing Management, the most widely adopted marketing book in MBA programs; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; High Visibility; Social Marketing; Marketing Places; Marketing for Hospitality and Tourism; Museum Strategy and Marketing; Standing Room Only; The Marketing of Nations, and Kotler on Marketing. He has published over 100 articles in leading journals, several of which have received best-article awards.He has been Chairman of the College of Marketing of the Institute of Management Sciences, Director of the American Marketing Association, Trustee of the Marketing Science Institute, Director of the MAC Group, former member of the Yankelovich Advisory Board, and member of the Copernicus Advisory Board. He has been a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation.

Gary Armstrong is a Reader in the School of Sport and Education, Brunel University, London, and author of "Football Hooligans "(Berg). Alberto Testa is a Lecturer in the Social Sciences of Sport at Brunel University, London.

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
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 Marketing Strategy and Marketing Mix
Customer-Driven Marketing Strategy: Creating Value for Target Customers
Product, Services, and Brands: Building Customer Value
New-Product Development and Life-Cycle Strategies
Pricing: Understanding and Capturing Customer Value
Pricing Strategies
Marketing Channels: Delivering Customer Value
Retailing and Wholesaling
Communicating Customer Value: Integrated Marketing Communication 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
Marketing Ethics and Social Responsibility
Appendixes
Marketing Plan
Marketing by the Numbers
Careers in Marketing
Glossary, Company Index, Subject Index

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