Principles of Marketing 16th Edition by Philip Kotler, Philip Kotler, Gary Armstrong – Ebook PDF Instant Download/Delivery: 0133795020, 9780133795028
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Product details:
ISBN 10: 0133795020
ISBN 13: 9780133795028
Author: Philip Kotler, Philip T Kotler, Gary Armstrong
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Principles of Marketing 16th Table of contents:
PART 1: Defining Marketing and the Marketing
Chapter 1: Marketing: Creating Customer Value and Engagement
Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Rela
PART 2: Understanding the Marketplace and Customer Value
Chapter 3: Analyzing the Marketing Environment
Chapter 4: Managing Marketing Information: to Gain Customer Insights
Chapter 5: Consumer Markets and Buyer Behavior
Chapter 6: Business Markets and Business Buyer Behavior
PART 3: Designing a Customer Value-Driven Strategy and Mix
Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 8: Products, Services, and Brands: Building Customer Value
Chapter 9: New Product Development: and Product Life-Cycle Strategies
Chapter 10: Pricing: Understanding and Capturing Customer Value
Chapter 11: Pricing Strategies: Additional Considerations
Chapter 12: Marketing Channels: Delivering Customer Value
Chapter 13: Retailing and Wholesaling
Chapter 14: Engaging Customers and Communicating Customer Value: Integrated Marketing Communications
Chapter 15: Advertising and Public Relations
Chapter 16: Personal Selling and Sales Promotion
Chapter 17: Direct, Online, Social Media,and Mobile Marketing
PART 4: Extending Marketing
Chapter 18: Creating Competitive Advantage
Chapter 19: The Global Marketplace
Chapter 20: Social Responsibility and Ethics
APPENDIX 2: Marketing by the Numbers
APPENDIX 3: Careers in Marketing
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