NEW MyMarketingLab with Pearson eText -- Standalone Access Card -- for Principles of Marketing / Edition 15

by Philip Kotler, Gary Armstrong

Overview

ALERT: Before you purchase, check with your instructor or review your course syllabus to ensure that you select the correct ISBN. Several versions of Pearson's MyLab & Mastering products exist for each title, including customized versions for individual schools, and registrations are not transferable. In addition, you may need a CourseID, provided by your instructor, to register for and use Pearson's MyLab & Mastering products.

Packages

Access codes for Pearson's MyLab & Mastering products may not be included when purchasing or renting from companies other than Pearson; check with the seller before completing your purchase.

Used or rental books

If you rent or purchase a used book with an access code, the access code may have been redeemed previously and you may have to purchase a new access code.

Access codes

Access codes that are purchased from sellers other than Pearson carry a higher risk of being either the wrong ISBN or a previously redeemed code. Check with the seller prior to purchase.

--

Readers interested in an overview of marketing strategies and techniques.

Learn how to create value and gain loyal customers.

Principles of Marketing helps current and aspiring marketers master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Presenting fundamental marketing information within an innovative customer-value framework, the book helps readers understand how to create value and gain loyal customers.

The fifteenth edition has been thoroughly revised to reflect the major trends and forces impacting marketing in this era of customer value and high-tech customer relationships. Emphasizing the great role that technology plays in contemporary marketing, it’s packed with new stories and examples illustrating how companies employ technology to gain competitive advantage—from traditional marketing all-stars such as P&G and McDonald’s to new-age digital competitors such as Apple and Google.

Product Details

ISBN-13:	9780133250206
Publisher:	Prentice Hall
Publication date:	03/13/2013
Edition description:	Student
Pages:	4
Product dimensions:	7.60(w) x 10.80(h) x 0.40(d)

Table of Contents

Part I. Defining Marketing and the Marketing Process

1. Marketing: Creating and Capturing Customer Value

2. Company and Marketing Strategy: Partnering to Build Customer Relationships

Part II. Understanding the Marketplace and Consumers

3. Analyzing the Marketing Environment

4. Managing Marketing Information to Gain Customer Insights

5. Consumer Markets and Consumer Buyer Behavior

6. Business Markets and Business Buyer Behavior

Part III. Designing a Customer-Driven Strategy and Mix

7. Consumer-Driven Marketing Strategy

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

9. New Product Development and Product Life-Cycle Strategies

10. Pricing: Understanding and Capturing Customer Value

11. Pricing Strategies

12. Marketing Channels: Delivering Customer Value

13. Retailing and Wholesaling

14. Communicating Customer Value: Integrated Marketing Communications Strategy

15. Advertising and Public Relations

16. Personal Selling and Sales Promotion

17. Direct and Online Marketing: Building Direct Customer Relationships

Part IV. Extending Marketing

18. Creating Competitive Advantage

19. The Global Marketplace

20. Sustainable Marketing: Social Responsibility and Ethics

Appendix 1 Marketing Plan

Appendix 2 Marketing by the Numbers

References

Glossary

Credits

Index