Published by Pearson Higher Education (November 27, 2019) © 2020
Philip Kotler | Gary Armstrong | Lloyd Harris | Hongwei HeFeatures of Pearson eText for the 8th Edition
Master today's key marketing concepts and create vibrant, interactive communities of consumers.
Principles of Marketing covers a wide range of theoretical concepts and practical issues, accurately reflecting the fast-moving pace of marketing in the modern world.
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Preface
About the authors
Acknowledgements
Part 1: Defining Marketing and the Marketing Process
- Marketing: creating customer value and engagement
- Company and marketing strategy: partnering to build customer engagement, value and relationships
Part 2: Understanding the marketplace and consumers
- Analysing the marketing environment
- Managing marketing information to gain customer insights
- Consumer markets and buyer behaviour
- Business markets and business buyer behaviour
Part 3: Designing a customer value-driven strategy and mix
- Customer-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: additional considerations
- 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
- Direct, online, social media and mobile marketing
Part 4: Extending Marketing
- Creating competitive advantage
- The global marketplace
- Social responsibility and ethics
Appendix 1: Marketing plan
Appendix 2: Marketing by numbers
Glossary
Index