Principles of Marketing, Global Edition, 19th edition

Published by Pearson (July 29, 2024) © 2024

  • Gary Armstrong University of North Carolina
  • Philip T. Kotler
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Title overview

Master key marketing challenges and learn how you can develop meaningful connections with your customers.

Principles of Marketing, 19th edition shows you how to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives.

Ideal for marketing students, this text presents the fundamentals of marketing within an innovative customer-value framework. This latest edition has been extensively revised to reflect the major trends impacting contemporary marketing.

With a wealth of company stories and features, this text will show you how companies use new digital technologies to maximise customer engagement and shape brand experiences.

This text includes Revel® & MyLab®Marketing editions.

Table of contents

PART 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

  1. Analyzing the Marketing Environment
  2. Managing Marketing Information to Gain Customer Insights
  3. Consumer Markets and Buyer Behavior
  4. Business Markets and Business Buyer Behavior

PART 3: Designing a Customer Value-Driven Strategy and Mix

  1. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
  2. Products, Services, and Brands: Building Customer Value
  3. Developing New Products and Managing the Product Life Cycle
  4. Pricing: Understanding and Capturing Customer Value
  5. Pricing Strategies: Additional Considerations
  6. Marketing Channels: Delivering Customer Value
  7. Retailing and Wholesaling
  8. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy
  9. Advertising and Public Relations
  10. Personal Selling and Sales Promotion
  11. Digital Marketing

PART 4: Extending Marketing

  1. Creating Competitive Advantage
  2. The Global Marketplace
  3. Sustainable Marketing: Social Responsibility and Ethics

Appendices

  • Marketing Plan
  • Marketing by the Numbers
  • Careers In Marketing

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