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Principles of Marketing, Global Edition ,19th edition::9781292449333R180

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Published by Pearson (March 28, 2023) © 2023

Philip Kotler | Gary Armstrong | Sridhar Balasubramanian
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    ISBN-13: 9781292449333R180

    Principles of Marketing, Global Edition ,19th edition

    Published 2023

    Language: English

    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.

    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

    1. Analyzing the Marketing Environment
    2. Managing Marketing Information to Gain Customer Insights
    3. Consumer Markets and Buyer Behavior
    4. Business Markets and Business Buyer Behavior

    PART 3: Designing a Customer Value-Driven Strategy and Mix

    1. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
    2. Products, Services, and Brands: Building Customer Value
    3. Developing New Products and Managing the Product Life Cycle
    4. Pricing: Understanding and Capturing Customer Value
    5. Pricing Strategies: Additional Considerations
    6. Marketing Channels: Delivering Customer Value
    7. Retailing and Wholesaling
    8. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy
    9. Advertising and Public Relations
    10. Personal Selling and Sales Promotion
    11. Digital Marketing

    PART 4: Extending Marketing

    1. Creating Competitive Advantage
    2. The Global Marketplace
    3. Sustainable Marketing: Social Responsibility and Ethics

    Appendices

    • Marketing Plan
    • Marketing by the Numbers
    • Careers In Marketing
    !