Principles Of Marketing by Philip T. KotlerPrinciples Of Marketing by Philip T. Kotler

Principles Of Marketing

byPhilip T. Kotler, Gary Armstrong

Hardcover | January 4, 2017

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For Principles of Marketing courses that require a comprehensive text.

 

Help readers learn how to create value through customer connections 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 readers 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 individuals 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.

 

Also available with MyLab Marketing

MyLab™ Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.


Note: You are purchasing a standalone product; MyLab Marketing does not come packaged with this content. Students, if interested in purchasing this title with MyLab Marketing, ask your instructor for the correct package ISBN and Course ID. Instructors, contact your Pearson representative for more information.


If you would like to purchase both the physical text and MyLab Marketing, search for:


0134642317 / 9780134642314 Principles of Marketing Plus MyLab
Marketing with Pearson eText -- Access Card Package

 

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  • 013449251X / 9780134492513 Principles of Marketing
  • 0134518284 / 9780134518282 MyLab Marketing with Pearson eText -- Access Card -- for Principles of Marketing

 

 

As a team, Philip Kotler and Gary Armstrong provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Kotler is one of the world’s leading authorities on marketing. Professor Armstrong is an award-winning teacher of undergraduate business students. Together they make the complex world of marketing ...
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Title:Principles Of MarketingFormat:HardcoverDimensions:736 pages, 10.8 × 8.7 × 1.1 inPublished:January 4, 2017Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:013449251X

ISBN - 13:9780134492513

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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 Consumer 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 Strategy and Mix 

7. Customer Value—Driven Marketing Strategy: Creating Value for Target Customers 

8. Products, 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. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy 

15. Advertising and Public Relations 

16. Personal Selling and Sales Promotion 

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

 

Part 4: 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 

Appendix 3: Careers in Marketing