Principles of Marketing / Edition 2

Principles of Marketing / Edition 2

2.5 2
by Kotler
     
 

ISBN-10: 0137016239

ISBN-13: 9780137016235

Pub. Date: 01/01/1983

Publisher: Prentice Hall

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

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Overview

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.

Product Details

ISBN-13:
9780137016235
Publisher:
Prentice Hall
Publication date:
01/01/1983
Series:
Prentice-Hall Series in Marketing
Pages:
676

Table of Contents

Chapter 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

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Principles of Marketing 2.5 out of 5 based on 0 ratings. 2 reviews.
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