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Principles of Marketing, Student Value Edition Plus MyMarketingLab with Pearson EText -- Access Card Package

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ISBN-10: 0133451135

ISBN-13: 9780133451139

Edition: 15th 2014

Authors: Philip Kotler, Gary Armstrong

List price: $173.87
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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: $173.87
Edition: 15th
Copyright year: 2014
Publisher: Pearson Education
Publication date: 4/16/2013
Binding: Mixed Media
Pages: 734
Size: 8.50" wide x 11.00" long x 1.00" tall
Weight: 2.816
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