Principles of Marketing Plus MyMarketingLab with Pearson eText -- Access Card Package / Edition 15

Principles of Marketing Plus MyMarketingLab with Pearson eText -- Access Card Package / Edition 15

by Philip Kotler, Gary Armstrong
     
 

ISBN-10: 0133255417

ISBN-13: 9780133255416

Pub. Date: 03/22/2013

Publisher: Prentice Hall

NOTE: Before purchasing, check with your instructor to ensure you select the correct ISBN. Several versions of Pearson's MyLab & Mastering products exist for each title, and registrations are not transferable. To register for and use Pearson's MyLab & Mastering products, you may also need a Course ID, which your instructor will provide.

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NOTE: Before purchasing, check with your instructor to ensure you select the correct ISBN. Several versions of Pearson's MyLab & Mastering products exist for each title, and registrations are not transferable. To register for and use Pearson's MyLab & Mastering products, you may also need a Course ID, which your instructor will provide.

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For Principles of Marketing courses that require a comprehensive text
This package includes MyMarketingLab®

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.

Personalize learning with MyMarketingLab
MyMarketingLab is 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.

0133973107 / 9780133973105 Principles of Marketing Plus MyMarketingLab with Pearson eText -- Access Card Package, 16/e
Package consists of:
0133795020 / 9780133795028 Principles of Marketing, 16/e
0133862097 / 9780133862096 MyMarketingLab with Pearson eText - Access Card - for Principles of Marketing

Product Details

ISBN-13:
9780133255416
Publisher:
Prentice Hall
Publication date:
03/22/2013
Edition description:
Older Edition
Pages:
734
Product dimensions:
8.80(w) x 11.10(h) x 1.10(d)

Table of Contents

Part 1. Defining Marketing and the Marketing Process
1. Marketing: Creating Customer Value and Engagement
2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Part 2. Understanding the Marketplace and Customer Value
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Consumer Markets and Buyer Behavior
6. 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 Customers
8. Product, Services, and Brands: Building Customer Value
9. Developing New Products and Managing the Product Life Cycle
10. Pricing: Understanding and Capturing Customer Value
11. Pricing Strategies: Additional Considerations
12. Marketing Channels: Delivering Customer Value
13. Retailing and Wholesaling
14. Communicating Customer Value: Integrated Marketing Communications
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct, Digital, Mobile, and Social Media Marketing

Part 4. Extending Marketing
18. Creating Competitive Advantage
19. The Global Marketplace
20. Sustainable Marketing: Social Responsibility and Ethics

APPENDIXES
1. Marketing Plan
2. Marketing by the Numbers
3. Marketing Careers

References
Glossary
Index

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