ESCP Europe

Item type

Book

Language

English

Publication year

2024

Edition no.

19th ed.

ISBN

978-1-292-44936-4

Note

• Glossary, bibliography, index

Subjects

MARKETING - STRATEGIC MARKETING - MARKETING MIX

Master the key marketing challenges and see how you can develop meaningful connections with your customers. Principles of Marketing, global edition, 19th edition by Kotler and Armstrong shows you how to create vibrant, interactive communities of consumers in today's fast-changing, increasingly digital and social marketplace. Ideal for students who study marketing courses, this textbook offers a comprehensive overview of the fundamental principles of marketing within an innovative customer-value framework, providing you with the knowledge and resources to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. This latest edition has been revised and enhanced to reflect the major trends impacting contemporary marketing, packed with stories illustrating how companies are using new digital technologies to maximise customer engagement and shape brand conversations, experiences and communities.

Table of Contents PART 1: Defining Marketing and the Marketing Process Marketing: Creating Customer Value and Engagement Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships PART 2: Understanding the Marketplace and Consumer Value Analyzing the Marketing Environment Managing Marketing Information to Gain Customer Insights Consumer Markets and Buyer Behavior Business Markets and Business Buyer Behavior PART 3: Designing a Customer Value-Driven Strategy and Mix Customer Value-Driven Marketing Strategy: Creating Value for Target Customers Products, Services, and Brands: Building Customer Value Developing New Products and Managing the Product Life Cycle Pricing: Understanding and Capturing Customer Value Pricing Strategies: Additional Considerations Marketing Channels: Delivering Customer Value Retailing and Wholesaling Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy Advertising and Public Relations Personal Selling and Sales Promotion Digital Marketing PART 4: Extending Marketing Creating Competitive Advantage The Global Marketplace Sustainable Marketing: Social Responsibility and Ethics Appendices Marketing Plan Marketing by the Numbers Careers In Marketing.