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Published by Pearson (September 4, 2023) © 2024

Philip Kotler | Gary Armstrong | Sridhar Balasubramanian
    Pearson eTextbook ( 1 year access )
    €41,99

    Including VAT (as applicable)

    ISBN-13: 9781292449401

    Principles of Marketing, Global Edition ,19th edition

    Published 2024

    Language: English

    Product Information

    Master the key marketing challenges and develop meaningful connections with your customers

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    Principles of Marketing 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.

    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
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