Principles of marketing

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Title:

Author:

Kotler, Philip, author.

ISBN:

9781292449364

Personal Author:

Kotler, Philip, author.

Edition:

Nineteenth edition.

Global edition.

Physical Description:

768 pages : color illustrations ; 28 cm

General Note:

Previous edition: 2019.

Contents:

Defining marketing and the marketing process -- Marketing: Creating customer value and engagement -- Company and marketing strategy: Partnering to build customer engagement, value, and relationships -- Understanding the marketplace and consumer value -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behavior -- Business markets and business buyer behavior -- Designing a customer value-driven strategy and mix -- Customer value-driven marketing strategy: Creating value for target customers -- Products, services, and brands: Building customer value -- Developing new products and managing the product life cycle -- Pricing: understanding and capturing customer value -- Pricing strategies: Advanced topics -- Marketing channels: Delivering customer value -- Retailing and wholesaling -- Engaging consumers and communicating customer value: Integrated marketing communications strategy -- Advertising and public relations -- Personal selling and sales promotion -- Digital marketing Extending marketing -- Creating competitive advantage -- The global marketplace -- Sustainable marketing: Social responsibility and ethics -- Marketing plan -- Marketing by the numbers -- Careers in marketing.

Abstract:

'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.

Subject Term:

Marketing.

Added Author:

Armstrong, Gary (Gary M.),

Balasubramanian, Sridhar,

Copies:

Available:*

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Summary

Master the key marketing challenges and see how you can develop meaningful connections with your customers.

Principles of Marketing, global edition, 19th edition by Kotler and Armstrong shows you how to create vibrant, interactive communities of consumers in today's fast-changing, increasingly digital and social marketplace.

Ideal for students who study marketing courses, this textbook offers a comprehensive overview of the fundamental principles of marketing within an innovative customer-value framework, providing you with the knowledge and resources to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives.

This latest edition has been revised and enhanced to reflect the major trends impacting contemporary marketing, packed with stories illustrating how companies are using new digital technologies to maximise customer engagement and shape brand conversations, experiences and communities.

Key features include:

Both traditional and fast-changing trending topics that give you a well-rounded knowledge of marketing concepts, technologies and practices. End-of-Chapter Reviews, Discussion Questions, and Critical-Thinking Exercises that allow you to practice what you have learned. A sample marketing plan showing you how to apply important marketing planning concepts. End-of-chapter Company Cases that facilitate discussion of current issues and application of marketing concepts to company situations. Also available with MyLab®Marketing

MyLab is the teaching and learning platform that empowers you to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLabMarketing personalises the learning experience and improves results for each student.

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

9781292449272 Principles of Marketing, Global Edition, 19th edition plus MyLab®Marketing with Pearson eText.

Package consists of:

9781292449364 Principles of Marketing, Global Edition, 19th edition 9781292449371 Principles of Marketing, Global Edition, 19th edition MyLab®Marketing 9781292449388 Principles of Marketing, Global Edition, 19th edition MyLab®Marketing with Pearson eText

MyLab®Marketing is not included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content, which is especially relevant to students outside the United States.