Principles of Marketing, Student Value Edition (17th Edition ) 17th – Digital Instant Dowload.
Product details:
- ISBN-10 : 0134642325
- ISBN-13 : 978-0134642321
- Author: Philip Kotler, Gary Armstrong
Help readers learn how to create value through customer connections and engagement
In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps readers master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help individuals understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework.
Thoroughly revised to reflect the major trends impacting contemporary marketing, the 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.
Table contents:
PART 1: Defining Marketing and the Marketing Process
- Marketing: Creating Customer Value and Engagement
- Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
PART 2: Understanding the Marketplace and Consumer Value
- Analyzing the Marketing Environment
- Managing Marketing Information to Gain Customer Insights
- Consumer Markets and Buyer Behavior
- Business Markets and Business Buyer Behavior
PART 3: Designing a Customer Value-Driven Strategy and Mix
- Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
- Products, Services, and Brands: Building Customer Value
- Developing New Products and Managing the Product Life Cycle
- Pricing: Understanding and Capturing Customer Value
- Pricing Strategies: Additional Considerations
- Marketing Channels: Delivering Customer Value
- Retailing and Wholesaling
- Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy
- Advertising and Public Relations
- Personal Selling and Sales Promotion
- Digital Marketing
PART 4: Extending Marketing
- Creating Competitive Advantage
- The Global Marketplace
- Sustainable Marketing: Social Responsibility and Ethics
Appendices
- Marketing Plan
- Marketing by the Numbers
- Careers In Marketing
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