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Principles of Marketing by Philip T. Kotler and Gary Armstrong (2014, Hardcover)
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- Buy It NowPRINCIPLES OF MARKETING (16TH EDITION) By Philip T. Kotler & Gary Armstrong NEW
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About this product
Product Identifiers
PublisherPearson Education
ISBN-100133795020
ISBN-139780133795028
eBay Product ID (ePID)205625693
Product Key Features
Number of Pages736 Pages
Publication NamePrinciples of Marketing
LanguageEnglish
SubjectMarketing / General
Publication Year2014
TypeTextbook
AuthorPhilip T. Kotler, Gary Armstrong
Subject AreaBusiness & Economics
FormatHardcover
Dimensions
Item Height1.1 in
Item Weight56.8 Oz
Item Length10.8 in
Item Width8.8 in
Additional Product Features
Edition Number16
Intended AudienceCollege Audience
LCCN2014-035224
Dewey Edition23
Dewey Decimal658.8
Table Of ContentPart 1. Defining Marketing and the Marketing Process 1. Marketing: Creating Customer Value and Engagement2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships Part 2. Understanding the Marketplace and Customer Value 3. Analyzing the Marketing Environment4. Managing Marketing Information to Gain Customer Insights5. Consumer Markets and Buyer Behavior6. Business Markets and Business Buyer Behavior Part 3. Designing a Customer Value-Driven Marketing Strategy and Mix 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers8. Product, Services, and Brands: Building Customer Value9. Developing New Products and Managing the Product Life Cycle10. Pricing: Understanding and Capturing Customer Value11. Pricing Strategies: Additional Considerations12. Marketing Channels: Delivering Customer Value13. Retailing and Wholesaling14. Communicating Customer Value: Integrated Marketing Communications15. Advertising and Public Relations 16. Personal Selling and Sales Promotion17. Direct, Digital, Mobile, and Social Media Marketing Part 4. Extending Marketing 18. Creating Competitive Advantage19. The Global Marketplace20. Sustainable Marketing: Social Responsibility and Ethics APPENDIXES 1. Marketing Plan2. Marketing by the Numbers3. Marketing CareersReferencesGlossaryIndex
SynopsisFor Principles of Marketing courses that require a comprehensive text Help students learn how to create customer value 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 students 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 students 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, this edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. Also available with MyMarketingLab This title is also available with MyMarketingLab-an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Hands-on activities and exercises enable students to better understand and master course concepts, and the skills required to be successful marketers today. NOTE: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0133973107 / ISBN-13: 9780133973105. That package includes ISBN-10: 0133795020 / ISBN-13: 9780133795028 and ISBN-10: 0133862097 / ISBN-13: 9780133862096.MyMarketingLab should only be purchased when required by an instructor., For Principles of Marketing courses that require a comprehensive text Help students learn how to create customer value 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 students 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 students 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, this edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. Also available with MyMarketingLab This title is also available with MyMarketingLab-an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Hands-on activities and exercises enable students to better understand and master course concepts, and the skills required to be successful marketers today. NOTE: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0133973107 / ISBN-13: 9780133973105. That package includes ISBN-10: 0133795020 / ISBN-13: 9780133795028 and ISBN-10: 0133862097 / ISBN-13: 9780133862096. MyMarketingLab should only be purchased when required by an instructor.
LC Classification NumberHF5415.K636 2015
