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Product details:
ISBN 10: 0132167123
ISBN 13: 9780132167123
Author: Philip Kotler, Gary Armstrong
Learn how to create value and gain loyal customers.
Todays marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help readers understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework.
The fourteenth edition includes coverage on sustainability and a focus on marketing in today’s challenging economic climate.
Principles of Marketing 14th Table of contents:
Chapter 1. Marketing: Creating and Capturing Customer Value
Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Chapter 3. Analyzing the Marketing Environment
Chapter 4. Managing Marketing Information to Gain Customer Insights
Chapter 5. Consumer Markets and Consumer Buyer Behavior
Chapter 6. Business Markets and Business Buyer Behavior
Chapter 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 8. Products, Services, and Brands: Building Customer Value
Chapter 9. Developing New Products and Managing the Product Life Cycle
Chapter 10. Pricing Strategies: Understanding and Capturing Customer Value
Chapter 11. Additional Pricing Considerations
Chapter 12. Marketing Channels: Delivering Customer Value
Chapter 13. Retailing and Wholesaling
Chapter 14. Communicating Customer Value
Chapter 15. Advertising and Public Relations
Chapter 16. Personal Selling and Sales Promotion
Chapter 17. Direct and Online Marketing: Building Direct Customer Relationships
Chapter 18. Creating Competitive Advantage
Chapter 19. The Global Marketplace
Chapter 20. Sustainable Marketing: Social Responsibility and Ethics
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Tags: Philip Kotler, Gary Armstrong, Principles of Marketing