Principles Of Marketing, Global Edition + Mylab Marketing With Pearson Etext 18th Edition
By (author) Kotler Philip
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By (author) Kotler Philip; By (author) Armstrong Gary
Table of contents
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 VALUE—DRIVEN STRATEGY AND MIX 7. CustomerValue—Driven 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
Feature
New coverage and fresh examples address the latestcustomer engagement tools, practices, and developments · UPDATED - A 5-step customer engagement framework ties together key concepts, anddetails how marketing creates customer value and captures valuein return. The 18th edition continues to add to this framework and focuses onbuilding direct and continuous customer involvement in shaping brands, brandconversations, brand experiences, brand advocacy, and brand community. · NEW and UPDATED - Material in both traditional marketing areas and onfast-changing and trending topics such as digital, mobile, and social media marketing;customer engagement marketing; big data, artificial intelligence, and newmarketing analytics; and much more, keeps students informed.Learner-focused features help students learn, link, andapply major concepts · NEW and REVISED - Chapter-opening Objective Outlines preview chapter contents andlearning objectives; Chapter Previews show chapter concepts, link themwith previous chapter concepts, and introduce the chapter-opening story; and Vignettes— engaging, deeply developed, illustrated, and annotated marketing stories —help introduce the chapter material and spark student interest. · NEW - In-text examples illustrate contemporary marketing practices and bring keycourse concepts to life. · NEW and UPDATED - Each figure contains author comments that ease and enhance studentlearning by introducing and explaining major chapter sections and figures. · NEW and REVISED - Application Cases facilitate discussion of current issues andcompany situations in areas such as mobile and social marketing, ethics, andfinancial marketing analysis, while Company Cases (20 of which are newto the 18th edition) help students apply what they’ve learned to actual companyand brand situations. · NEW and REVISED - End-of-chapter Objectives Reviews summarize major chapter concepts andlink them to chapter objectives, Key Terms facilitate easy reference,and Discussion Questions and Critical-Thinking Exercises helpstudents keep track of and apply what they’ve learned in the chapter. Career-focused resources help students develop the skillstoday’s employers are looking for · NEW and UPDATED - Real Marketing highlights provide fresh insights into real marketingpractices from all-stars like Walmart, Amazon, Netflix, Apple, and more. · Marketing
Table of contents
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 VALUE—DRIVEN STRATEGY AND MIX 7. CustomerValue—Driven 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
Feature
New coverage and fresh examples address the latestcustomer engagement tools, practices, and developments · UPDATED - A 5-step customer engagement framework ties together key concepts, anddetails how marketing creates customer value and captures valuein return. The 18th edition continues to add to this framework and focuses onbuilding direct and continuous customer involvement in shaping brands, brandconversations, brand experiences, brand advocacy, and brand community. · NEW and UPDATED - Material in both traditional marketing areas and onfast-changing and trending topics such as digital, mobile, and social media marketing;customer engagement marketing; big data, artificial intelligence, and newmarketing analytics; and much more, keeps students informed.Learner-focused features help students learn, link, andapply major concepts · NEW and REVISED - Chapter-opening Objective Outlines preview chapter contents andlearning objectives; Chapter Previews show chapter concepts, link themwith previous chapter concepts, and introduce the chapter-opening story; and Vignettes— engaging, deeply developed, illustrated, and annotated marketing stories —help introduce the chapter material and spark student interest. · NEW - In-text examples illustrate contemporary marketing practices and bring keycourse concepts to life. · NEW and UPDATED - Each figure contains author comments that ease and enhance studentlearning by introducing and explaining major chapter sections and figures. · NEW and REVISED - Application Cases facilitate discussion of current issues andcompany situations in areas such as mobile and social marketing, ethics, andfinancial marketing analysis, while Company Cases (20 of which are newto the 18th edition) help students apply what they’ve learned to actual companyand brand situations. · NEW and REVISED - End-of-chapter Objectives Reviews summarize major chapter concepts andlink them to chapter objectives, Key Terms facilitate easy reference,and Discussion Questions and Critical-Thinking Exercises helpstudents keep track of and apply what they’ve learned in the chapter. Career-focused resources help students develop the skillstoday’s employers are looking for · NEW and UPDATED - Real Marketing highlights provide fresh insights into real marketingpractices from all-stars like Walmart, Amazon, Netflix, Apple, and more. · Marketing
