Principles of Marketing, Global Edition + MyLab Marketing with Pearson eText (Package)

Résumé

Thistitle is a Pearson Global Edition. The Editorial team at Pearson has workedclosely with educators around the world to include content which is especiallyrelevant to students outside the United States. *

This package includes Pearson MyLab.

For principles of marketing courses thatrequire a comprehensive text.

Learn how to create value through customerconnections and engagement

In a fast-changing, increasingly digital andsocial marketplace, it's more vital than ever for marketers to develop meaningfulconnections with their customers. Principles of Marketing helpsstudents master today's key marketing challenge: to create vibrant, interactivecommunities of consumers who make products and brands an integral part of theirdaily lives. To help students understand how to create value and build customerrelationships, Kotler and Armstrong present fundamental marketing informationwithin an innovative customer-value framework. Thoroughly revised to reflectthe major trends impacting contemporary marketing, the 18th Edition ispacked with stories illustrating how companies use new digital technologies tomaximize customer engagement and shape brand conversations, experiences, andcommunities.

Reach every student with MyLab Marketing
MyLab® empowers you to reach every student. This flexibledigital platform combines unrivaled content, online assessments, andcustomizable features so you can personalize learning and improve results, onestudent at a time.

Or, instead of MyLab, localize learning with Pearson Horizon

Pearson Horizon is an easy-to-use, local-languagedigital platform that delivers popular Pearson titles through a customizable, personalizedlearning experience all while staying relevant to your area of the world. PearsonHorizon is available for select titles and in select geographies.

Pearson MyLab Marketing and Pearson Horizonshould only be purchased when required by an instructor. Please be sure youhave the correct ISBN and Course ID. Instructors, contact your Pearsonrepresentative for more information.

Contenu

PART 1:DEFINING MARKETING AND THE MARKETING PROCESS

1. Marketing:Creating Customer Value and Engagement

2. Companyand Marketing Strategy: Partnering to Build Customer Engagement, Value, andRelationships

PART 2:UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE

3. Analyzingthe Marketing Environment

4. Managing MarketingInformation to Gain Customer Insights

5. ConsumerMarkets and Buyer Behavior

6. BusinessMarkets and Business Buyer Behavior

PART 3:DESIGNING A CUSTOMER VALUEDRIVEN STRATEGY AND MIX

7. CustomerValueDriven Marketing Strategy: Creating Value for Target Customers

8. Products,Services, and Brands: Building Customer Value

9. DevelopingNew Products and Managing the Product Life Cycle

10. Pricing:Understanding and Capturing Customer Value

11. PricingStrategies: Additional Considerations

12. MarketingChannels: Delivering Customer Value

13. Retailingand Wholesaling

14. EngagingConsumers and Communicating Customer Value: Integrated Marketing CommunicationStrategy

15.Advertising and Public Relations

16. PersonalSelling and Sales Promotion

17. Direct,Online, Social Media, and Mobile Marketing

PART 4:EXTENDING MARKETING

18. CreatingCompetitive Advantage

19. TheGlobal Marketplace

20.Sustainable Marketing: Social Responsibility and Ethics

Appendix 1:Marketing Plan

Appendix 2:Marketing by the Numbers

Appendix 3:Careers in Marketing