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Principles of Marketing by Philip. Kotler and Gary Armstrong (2019, Hardcover)

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Global Edition has. The content of Global Edition is. English version. It is NOT US Hardcover Edition. The Cover Design &ISBN is different than US Edition. identical to the US edition. Important Information.

About this product

Product Identifiers

PublisherPearson Education

ISBN-100135766591

ISBN-139780135766590

eBay Product ID (ePID)5038300612

Product Key Features

Edition18

Book TitlePrinciples of Marketing

Number of Pages736 Pages

LanguageEnglish

TopicMarketing / General

Publication Year2019

GenreBusiness & Economics

AuthorPhilip. Kotler, Gary Armstrong

FormatHardcover

Dimensions

Item Height1.5 in

Item Weight60.2 Oz

Item Length11.2 in

Item Width8.8 in

Additional Product Features

LCCN2019-019648

Dewey Edition23/eng/20220912

Dewey Decimal658.8

Table Of ContentPART 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: Additional Considerations 12. Marketing Channels: Delivering Customer Value 13. Retailing and Wholesaling 14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy 15. Advertising and Public Relations 16. Personal Selling and Sales Promotion 17. Direct, Online, Social Media, and Mobile 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

SynopsisThis print textbook is available for students to rent for their classes. The Pearson print rental program provides students with affordable access to learning materials, so they come to class ready to succeed. For principles of marketing courses that require a comprehensive text. Learn how to create value through customer connections and engagement In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 18th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. Also available with MyLab Marketing By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student.

LC Classification NumberHF5415.K636 2019