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Principles of Marketing by Philip Kotler and Gary Armstrong (2011, Trade Paperback)

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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.

LC Classification NumberHF5415.K636 2011