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Principles of Marketing

Principles of Marketing - 14th edition

ISBN13: 978-0132167123

Cover of Principles of Marketing 14TH 12 (ISBN 978-0132167123)
ISBN13: 978-0132167123
ISBN10: 0132167123
Cover type: Hardback
Edition/Copyright: 14TH 12
Publisher: Prentice Hall, Inc.
Published: 2012
International: No

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Principles of Marketing - 14TH 12 edition

ISBN13: 978-0132167123

Philip Kotler

ISBN13: 978-0132167123
ISBN10: 0132167123
Cover type: Hardback
Edition/Copyright: 14TH 12
Publisher: Prentice Hall, Inc.

Published: 2012
International: No
Summary

For undergraduate Principles of Marketing courses

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

Table of Contents
Chapter 1. Marketing: Creating and Capturing Customer Value
Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Chapter 3. Analyzing the Marketing Environment
Chapter 4. Managing Marketing Information to Gain Customer Insights
Chapter 5. Consumer Markets and Consumer Buyer Behavior
Chapter 6. Business Markets and Business Buyer Behavior
Chapter 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 8. Products, Services, and Brands: Building Customer Value
Chapter 9. Developing New Products and Managing the Product Life Cycle
Chapter 10. Pricing Strategies: Understanding and Capturing Customer Value
Chapter 11. Additional Pricing Considerations
Chapter 12. Marketing Channels: Delivering Customer Value
Chapter 13. Retailing and Wholesaling
Chapter 14. Communicating Customer Value
Chapter 15. Advertising and Public Relations
Chapter 16. Personal Selling and Sales Promotion
Chapter 17. Direct and Online Marketing: Building Direct Customer Relationships
Chapter 18. Creating Competitive Advantage
Chapter 19. The Global Marketplace
Chapter 20. Sustainable Marketing: Social Responsibility and Ethics

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