Principles of Marketing
- ISBN-10
- 0132167123
- ISBN-13
- 9780132167123
- Series
- Principles of Marketing
- Category
- Marketing
- Pages
- 613
- Language
- English
- Published
- 2012
- Publisher
- Prentice Hall
- Authors
- Gary M. Armstrong, Philip Kotler
Description
This book aims to show how to create value and gain loyal customers. The work is organized around a customer-value framework. Students may learn how to create customer value and build customer relationships. The author defends that the changing nature of consumer expectations means that marketers must learn how to build communities in addition to brand loyalty. Table of contents - 1. Marketing - Creating and Capturing Customer Value; 2. Company and Marketing Strategy - Partnering to Build Customer Relationships; 3. Analyzing the Marketing Environment; 4. Managing Marketing Information to Gain Customer Insights; 5. Consumer Markets and Consumer Buyer Behavior; 6. Business Markets and Business Buyer Behavior; 7. Customer-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 Strategies - Understanding and Capturing Customer Value; 11. Additional Pricing Considerations; 12. Marketing Channels - Delivering Customer Value; 13. Retailing and Wholesaling; 14. Communicating Customer Value; 15. Advertising and Public Relations; 16. Personal Selling and Sales Promotion; 17. Direct and Online Marketing - Building Direct Customer Relationships; 18. Creating Competitive Advantage; 19. The Global Marketplace; 20. Sustainable Marketing - Social Responsibility and Ethics.
Get the book
Other editions
Similar books
-
Principles of Marketing
By Gary Armstrong, Philip Kotler, Lloyd C. HarrisCreating value for customers in order to capture value from customers in return. Today's marketers must be good at creating customer value, ... media technologies that help brands to engage customers more deeply and interactively.
-
Principles of Marketing
By John F. Tanner, Jr., Mary Anne Raymond"Principles of Marketing teaches the experience and process of actually doing marketing - not just the vocabulary.
-
Principles of Marketing
By Philip KotlerThis is suitable for any undergraduate or postgraduate undertaking an introductory course in marketing.
-
Principles of Marketing
By Gary M. Armstrong, Philip Kotler, Stewart AdamInnovation + Value Creation. The 6th edition of Principles of Marketing makes the road to learning and teaching marketing more effective, easier and more enjoyable than ever. Today's marketing is...
-
Principles of Marketing, An Asian Perspective
By Gary Armstrong, Philip Kotler, Ang Swee-HoonThis is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book.
-
Principles of Marketing
By Jay Diamond, Gerald PintelMuch of the material included in the text reflects the actual practices of the leading marketers in the United States.
-
Principles of marketing
By John L. Stanton, CRISTINA CALVO PORRALThis book describes these basic principles of marketing, and while the authors recognize that each decision may be slightly different from any previous decision, the rules or principles remain the same.
-
Principles of Marketing Engineering and Analytics, 3rd Edition
By Gary L. Lilien, Arvind Rangaswamy, Arnaud De BruynGary L. Lilien, Arvind Rangaswamy, Arnaud De Bruyn. realistic, and theoretically more accurate, but developing such a ... Robertson and Barich (1992) find that in BtoB markets, at a broad strategic level, they could break customers down ...
-
Principles of Marketing for a Digital Age
By Tracy L. TutenThe book is complemented by online instructor resources, including chapter-specific PowerPoint slides, an instructor manual, flipped classroom activities, as well as open access multiple choice questions (with solutions), videos, case ...
-
Principles of Marketing
By Gary M. Armstrong, Philip Kotler, Stewart AdamPrinciples of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture consumer value. Practical content and linkage are at the heart of this edition.