For undergraduate Principles of Marketing courses
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.
Today’s marketing challenge is creating vibrant, interactive communities of
consumers who make products and brands a part of their daily lives. Learn how to create
value and gain loyal customers.
Kotler/Armstrong is a comprehensive, classic principles text organized around an
innovative customer-value framework. Students learn how to create customer value, target
the correct market, and build customer relationships. The changing nature of consumer
expectations means that marketers must learn how to build communities in addition to brand
loyalty.
Table of Contents
Part 1–Defining Marketing and the Marketing Process
1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2–Understanding the Marketplace and Consumers
3. The Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Consumer Markets and Consumer Buyer Behavior
6. Business Markets and Business Buyer Behavior
Part 3–Designing a Customer-Driven Marketing Strategy and Marketing Mix
7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
8. Product, Services, and Brands: Building Customer Value
9. New-Product Development and Life-Cycle Strategies
10. Pricing: Understanding and Capturing Customer Value
11. Pricing Strategies
12. Marketing Channels: Delivering Customer Value
13. Retailing and Wholesaling
14. Communicating Customer Value: Integrated Marketing Communication Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct and Online Marketing: Building Direct Customer Relationships
Part 4–Extending Marketing
18. Creating Competitive Advantage
19. The Global Marketplace
20. Marketing Ethics and Social Responsibility
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