Kotler, Armstrong & Balasubramanian – Principles of Marketing 19e Global Edition
English | eBook | Size: 158.70 MB
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, Armstrong and Balasubramanian 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 , 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:
* 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.
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.
Contents:
Preface
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
3 Analyzing the Marketing Environment
4 Managing Marketing Information to Gain Customer Insights
5 Consumer Markets and Buyer Behavior
6 Business Markets and Business Buyer Behavior
Part 3 – Designing a Customer Value-Driven Strategy and Mix
7 Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
8 Products, Services, and Brands: Building Customer Value
9 Developing New Products and Managing the Product Life Cycle
10 Pricing: Understanding and Capturing Customer Value
11 Pricing Strategies: Advanced Topics
12 Marketing Channels: Delivering Customer Value
13 Retailing and Wholesaling
14 Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy
15 Advertising and Public Relations
16 Personal Selling and Sales Promotion
17 Digital Marketing
Part 4 – Extending Marketing
18 Creating Competitive Advantage
19 The Global Marketplace
20 Sustainable Marketing: Social Responsibility and Ethics
Appendix 1 – Marketing Plan
Appendix 2 – Marketing by the Numbers
Appendix 3 – Careers in Marketing
Glossary
References
Index
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