Principles of marketing 17th ed

Author

• Kotler, Philip

Additional Author(s)

• Armstrong, Gary

Publisher

Harlow, England: Pearson Education Limited, 2018

Language

English

ISBN

9781292220178

Series

Subject(s)

• CUSTOMER RELATIONS-MANAGEMENT
• MARKETING--MANAGEMENT

Notes

• Appendix: p. 627-665
• Glossary: p. 667-674

. Bibliography: p. 675-703. Index: p. 705-734

Abstract

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 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.



MyLabTM Marketing not included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson rep for more information.


MyLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts.

Physical Dimension

Number of Page(s)

734 p.

Dimension

28 cm.

Other Desc.

ill.

Summary / Review / Table of Content

Part 1: Defining Marketing and the Marketing Processâ

1. Marketing: Creating Customer Value and Engagementâ

2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationshipsâ



Part 2: Understanding the Marketplace and Consumer Valueâ

3. Analyzing the Marketing Environmentâ

4. Managing Marketing Information to Gain Customer Insightsâ

5. Consumer Markets and Buyer Behaviorâ

6. Business Markets and Business Buyer Behaviorâ



Part 3: Designing a Customer Value-Driven Strategy and Mixâ

7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customersâ

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

9. Developing New Products and Managing the Product Life Cycle â

10. Pricing: Understanding and Capturing Customer Valueâ

11. Pricing Strategies: Additional Considerationsâ

12. Marketing Channels: Delivering Customer Valueâ

13. Retailing and Wholesalingâ

14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategyâ

15. Advertising and Public Relationsâ

16. Personal Selling and Sales Promotionâ

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



Part 4: Extending Marketingâ

18. Creating Competitive Advantageâ

19. The Global Marketplaceâ

20. Sustainable Marketing: Social Responsibility and Ethicsâ



Appendix 1: Marketing Planâ

Appendix 2: Marketing by the Numbersâ

Appendix 3: Careers in Marketing

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	00324/18	S 658.8 Kot P	Library - 5th Floor / 1smt	Checked Out [Returned: 20/12/2023]
2.	00136/20	658.8 Kot P	Library - 8th Floor	Available