Principles of Marketing, Global Edition + MyLab Marketing with Pearson eText (Package)

Philip Kotler, Gary Armstrong (Autoren)

Media-Kombination

2020 | 18th edition
Pearson Education Limited
978-1-292-34124-8 (ISBN)

Infos

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.



For principles of marketing courses that require a comprehensive text.

This package includes MyLab.



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 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, the 18th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.



Reach every student by pairing this text with Pearson MyLab Marketing

MyLab (TM) is the teaching and learning platform that empowers you to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student.


Pearson MyLab Marketing should only be purchased when required by an instructor. Please be sure you have the correct ISBN and Course ID. Instructors, contact your Pearson representative for more information.

Inhalt

PART 1:DEFINING MARKETING AND THE MARKETING PROCESS 

1. Marketing:Creating Customer Value and Engagement 

2. Companyand Marketing Strategy: Partnering to Build Customer Engagement, Value, andRelationships 

PART 2:UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE 

3. Analyzingthe Marketing Environment 

4. Managing MarketingInformation to Gain Customer Insights 

5. ConsumerMarkets and Buyer Behavior 

6. BusinessMarkets and Business Buyer Behavior 

PART 3:DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX 

7. CustomerValue—Driven Marketing Strategy: Creating Value for Target Customers 

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

9. DevelopingNew Products and Managing the Product Life Cycle  

10. Pricing:Understanding and Capturing Customer Value 

11. PricingStrategies: Additional Considerations 

12. MarketingChannels: Delivering Customer Value 

13. Retailingand Wholesaling 

14. EngagingConsumers and Communicating Customer Value: Integrated Marketing CommunicationStrategy 

15.Advertising and Public Relations 

16. PersonalSelling and Sales Promotion 

17. Direct,Online, Social Media, and Mobile Marketing 

PART 4:EXTENDING MARKETING 

18. CreatingCompetitive Advantage 

19. TheGlobal Marketplace 

20.Sustainable Marketing: Social Responsibility and Ethics 

 Appendix 1:Marketing Plan 

Appendix 2:Marketing by the Numbers 

Appendix 3:Careers in Marketing

 

Produkt-Details

• Erscheint lt. Verlag: 15.9.2020
• Verlagsort: Harlow
• Sprache: englisch
• Maße: 220 x 275 mm
• Gewicht: 1447 g
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• ISBN-10: 1-292-34124-6 / 1292341246
• ISBN-13: 978-1-292-34124-8 / 9781292341248
• Zustand: Neuware