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Principles of Marketing

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ISBN-10: 0133250202

ISBN-13: 9780133250206

Edition: 15th 2014

Authors: Philip Kotler, Gary Armstrong

List price: $104.00
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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…    
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Book details

List price: $104.00
Edition: 15th
Copyright year: 2014
Publisher: Pearson Education
Publication date: 2/27/2013
Binding: Digital, Other 
Pages: 4
Size: 6.50" wide x 9.00" long x 0.20" tall
Weight: 0.088
Language: English

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…    

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
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