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.
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 Consumer Value
Analyzing the Marketing Environment
Managing Marketing Information to Gain Customer Insights
Consumer Markets and Buyer Behavior
Business Markets and Business Buyer Behavior
PART 3: Designing a Customer Value-Driven Strategy and Mix
Customer Value-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
Digital Marketing
PART 4: Extending Marketing
Creating Competitive Advantage
The Global Marketplace
Sustainable Marketing: Social Responsibility and Ethics
Appendices
Marketing Plan
Marketing by the Numbers
Careers In Marketing
