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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.
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PART 1:DEFINING MARKETING AND THE MARKETING PROCESS
Marketing:Creating Customer Value and Engagement
Companyand Marketing Strategy: Partnering to Build Customer Engagement, Value, andRelationships
PART 2:UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE
Analyzingthe Marketing Environment
Managing MarketingInformation to Gain Customer Insights
ConsumerMarkets and Buyer Behavior
BusinessMarkets and Business Buyer Behavior
PART 3:DESIGNING A CUSTOMER VALUEDRIVEN STRATEGY AND MIX
CustomerValueDriven Marketing Strategy: Creating Value for Target Customers
Products,Services, and Brands: Building Customer Value
DevelopingNew Products and Managing the Product Life Cycle
Pricing:Understanding and Capturing Customer Value
PricingStrategies: Additional Considerations
MarketingChannels: Delivering Customer Value
EngagingConsumers and Communicating Customer Value: Integrated Marketing CommunicationStrategy
15.Advertising and Public Relations
PersonalSelling and Sales Promotion
Direct,Online, Social Media, and Mobile Marketing
PART 4:EXTENDING MARKETING
20.Sustainable Marketing: Social Responsibility and Ethics
Appendix 1:Marketing Plan
Appendix 2:Marketing by the Numbers
Appendix 3:Careers in Marketing