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About this product
Product Identifiers
PublisherPrentice Hall PTR
ISBN-100132167123
ISBN-139780132167123
eBay Product ID (ePID)1699446
Product Key Features
Number of Pages744 Pages
LanguageEnglish
Publication NamePrinciples of Marketing
SubjectMarketing / General
Publication Year2011
TypeTextbook
AuthorPhilip Kotler, Gary Armstrong
Subject AreaBusiness & Economics
FormatTrade Paperback
Dimensions
Item Height1.1 in
Item Weight55.6 Oz
Item Length8.7 in
Item Width11.2 in
Additional Product Features
Edition Number14
Intended AudienceCollege Audience
LCCN2010-052017
Dewey Edition20
Dewey Decimal658.8
Table Of ContentChapter 1. Marketing: Creating and Capturing Customer Value Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Relationships Chapter 3. Analyzing the Marketing Environment Chapter 4. Managing Marketing Information to Gain Customer Insights Chapter 5. Consumer Markets and Consumer Buyer Behavior Chapter 6. Business Markets and Business Buyer Behavior Chapter 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers Chapter 8. Products, Services, and Brands: Building Customer Value Chapter 9. Developing New Products and Managing the Product Life Cycle Chapter 10. Pricing Strategies: Understanding and Capturing Customer Value Chapter 11. Additional Pricing Considerations Chapter 12. Marketing Channels: Delivering Customer Value Chapter 13. Retailing and Wholesaling Chapter 14. Communicating Customer Value Chapter 15. Advertising and Public Relations Chapter 16. Personal Selling and Sales Promotion Chapter 17. Direct and Online Marketing: Building Direct Customer Relationships Chapter 18. Creating Competitive Advantage Chapter 19. The Global Marketplace Chapter 20. Sustainable Marketing: Social Responsibility and Ethics
SynopsisLearn how to create value and gain loyal customers. 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. The fourteenth edition includes coverage on sustainability and a focus on marketing in today's challenging economic climate., Learn how to create value and gain loyal customers. 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. The fourteenth edition includes coverage on sustainability and a focus on marketing in today's challenging economic climate.