Principles of Marketing

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. MyMarketingLab not included. Students, if MyMarketingLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyMarketingLab should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information. MyMarketingLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts. Also available with MyMarketingLab This title is also available with MyMarketingLab-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. Students, if interested in purchasing this title with MyMarketingLab, ask your instructor for the correct package ISBN and Course ID. Instructors, contact your Pearson representative for more information.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