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MyLab Marketing with Pearson eText -- Access Card -- for Principles of Marketing, 18th edition

  • Philip T. Kotler
  • Philip Kotler
  • Philip Kotler
  • Gary Armstrong
  • Gary Armstrong

Published by Pearson (April 30th 2020) - Copyright © 2021

18th edition

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Overview

For principles of marketing courses that require a comprehensive text.

 

Learn how to create value through customer connections and engagement

In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 18th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.

 

Personalize learning with MyLab Marketing

By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student.


You are purchasing an access card only. Before purchasing, check with your instructor to confirm the correct ISBN. Several versions of the MyLab™ and Mastering™ platforms exist for each title, and registrations are not transferable. To register for and use MyLab or Mastering, you may also need a Course ID, which your instructor will provide.

 

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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

3. Analyzing the Marketing Environment 

4. Managing Marketing Information to Gain Customer Insights 

5. Consumer Markets and Buyer Behavior 

6. Business Markets and Business Buyer Behavior 

 

PART 3: DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX 

7. Customer Value—Driven Marketing Strategy: Creating Value for Target Customers 

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

9. Developing New Products and Managing the Product Life Cycle  

10. Pricing: Understanding and Capturing Customer Value 

11. Pricing Strategies: Additional Considerations 

12. Marketing Channels: Delivering Customer Value 

13. Retailing and Wholesaling 

14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy 

15. Advertising and Public Relations 

16. Personal Selling and Sales Promotion 

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

 

PART 4: EXTENDING MARKETING

18. Creating Competitive Advantage 

19. The Global Marketplace 

20. Sustainable Marketing: Social Responsibility and Ethics 

 

Appendix 1: Marketing Plan 

Appendix 2: Marketing by the Numbers 

Appendix 3: Careers in Marketing 

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