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by: KOTLER, ARMSTRONG

ISBN: 9780133084047 | 0133084043

Directed primarily toward undergraduate Marketing college/university majors, this text also provides practical content to current and aspiring industry professionals.

Today’s marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help readers understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensi... MOREve format, organized around an innovative customer-value framework.

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MARKET: Directed primarily toward undergraduate Marketing college/university majors, this text also provides practical content to current and aspiring industry professionals. Today's marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. to help readers understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework.

Part I. Defining Marketing and the Marketing Process

1. Marketing: Creating and Capturing Customer Value

2. Company and Marketing Strategy: Partnering to Build Customer Relationships

 

Part II. Understanding the Marketplace and Consumers

3. Analyzing the Marketing Environment

4. Managing Marketing Information to ... MOREGain Customer Insights

5. Consumer Markets and Consumer Buyer Behavior

6. Business Markets and Business Buyer Behavior

 

Part III. Designing a Customer-Driven Strategy and Mix

7. Consumer-Driven Marketing Strategy

8. Products, Services, and Brands: Building Customer Value

9. New Product Development and Product Life-Cycle Strategies

10. Pricing: Understanding and Capturing Customer Value

11. Pricing Strategies

12. Marketing Channels: Delivering Customer Value

13. Retailing and Wholesaling

14. Communicating Customer Value: Integrated Marketing Communications Strategy

15. Advertising and Public Relations

16. Personal Selling and Sales Promotion

17. Direct and Online Marketing: Building Direct Customer Relationships

 

Part IV. Extending Marketing

18. Creating Competitive Advantage

19. The Global Marketplace

20. Sustainable Marketing: Social Responsibility and Ethics

Appendix 1 Marketing Plan

Appendix 2 Marketing by the Numbers

References

Glossary

Credits

Index