Principles of marketing /
Philip Kotler, Gary Armstrong.
- 16th ed., Global edition.
- Boston, etc. : Pearson, 2016.
- 731 p. ; 28 cm.
Pt. 1. Defining marketing and the marketing process -- Ch. 1. Marketing : creating customer value and engagement -- Ch. 2. Company and marketing strategy: partnering to build customer engagement, value, and relationships -- Pt. 2. Understanding the marketplace and customer value -- Ch. 3. Analyzing the marketing environment -- Ch. 4. Managing marketing information to gain customer insights -- Ch. 5. Consumer markets and buyer behavior -- Ch. 6. Business markets and business buyer behavior -- Pt. 3. Designing a customer value-driven strategy: creating value for target customers -- Ch. 7. Customer-driven marketing strategy: creating value for target customers -- Ch. 8. Product, services, and brands: building customer value -- Ch. 9. New product development and product life-cycle strategies -- Ch. 10. Pricing: understanding and capturing customer value -- Ch. 11. Pricing strategies: additional considerations -- Ch. 12. Marketing channels: delivering customer value -- Ch. 13. Retailing and wholesaling -- Ch. 14. Engaging customers and communicating customer value -- Ch. 15. Advertising and public relations -- Ch. 16. Personal selling and sales promotion -- Ch. 17. Direct, online, social media and mobile marketing -- Pt. 4. Extending marketing -- Ch. 18. Creating competitive advantage -- Ch. 19. The global marketplace -- Ch. 20. Social responsibility and ethics.
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.