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Principles of Marketing, 19th edition

  • Philip Kotler, 
  • Gary Armstrong, 
  • Sridhar Balasubramanian

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Overview

Hallmark features of this title

  • A 5-step customer engagement framework explores how marketing creates customer value and recaptures it to generate profits. It covers brand conversations, experiences, advocacy and community.
  • Traditional AND fast-changing, trending topics give students a well-rounded knowledge of marketing concepts, technologies and practices.
  • Chapter Openers preview chapter contents and learning objectives, and include engaging stories to spark student interest.
  • Real Marketing highlights give fresh insight into real marketing practices from Amazon, LinkedIn, Apple and Walmart.
  • End-of-Chapter Reviews, Discussion Questions and Critical-Thinking Exercises let students practice what they’ve learned.
  • A sample marketing plan shows students how to apply important marketing planning concepts.

Published by Pearson (July 20th 2023) - Copyright © 2024

ISBN-13: 9780137991839

Subject: Marketing

Category: Principles of Marketing

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

  1. Marketing Plan
  2. Marketing by the Numbers
  3. Careers In Marketing

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