ISBN-10:
0133850757
ISBN-13:
9780133850758
Pub. Date:
01/07/2015
Publisher:
Pearson
Principles of Marketing, Student Value Edition / Edition 16

Principles of Marketing, Student Value Edition / Edition 16

by Philip T. Kotler, Gary Armstrong

Other Format

Current price is , Original price is $195.6. You

Temporarily Out of Stock Online

Please check back later for updated availability.

This item is available online through Marketplace sellers.

Product Details

ISBN-13: 9780133850758
Publisher: Pearson
Publication date: 01/07/2015
Edition description: Student
Pages: 736
Product dimensions: 8.40(w) x 10.70(h) x 0.90(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

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews