Kotler, Philip, <br/><br/>
Principles of marketing. 

 - 18e /  Philip Kotler, Gary Armstrong with Marc Oliver Opresnik. Global edition. 
 - 728 pages :  illustrations (colour) ;  28 cm 
<br/><br/> Previous edition: 2018. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>PART 1:DEFINING MARKETING AND THE MARKETING PROCESS 1. Marketing:Creating Customer Value and Engagement 2. Companyand Marketing Strategy: Partnering to Build Customer Engagement, Value, andRelationships PART 2:UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE 3. Analyzingthe Marketing Environment 4. Managing MarketingInformation to Gain Customer Insights 5. ConsumerMarkets and Buyer Behavior 6. BusinessMarkets and Business Buyer Behavior PART 3:DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX 7. CustomerValue-Driven Marketing Strategy: Creating Value for Target Customers 8. Products,Services, and Brands: Building Customer Value 9. DevelopingNew Products and Managing the Product Life Cycle 10. Pricing:Understanding and Capturing Customer Value 11. PricingStrategies: Additional Considerations 12. MarketingChannels: Delivering Customer Value 13. Retailingand Wholesaling 14. EngagingConsumers and Communicating Customer Value: Integrated Marketing CommunicationStrategy 15.Advertising and Public Relations 16. PersonalSelling and Sales Promotion 17. Direct,Online, Social Media, and Mobile Marketing PART 4:EXTENDING MARKETING 18. CreatingCompetitive Advantage 19. TheGlobal Marketplace 20.Sustainable Marketing: Social Responsibility and Ethics Appendix 1:Marketing Plan Appendix 2:Marketing by the Numbers Appendix 3:Careers in Marketing 
<br/><br/> 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 maximise customer engagement and shape brand conversations, experiences, and communities. 
<br/><br/><label>ISBN: </label>9781292341132  57.99 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.<br/>Business and Management.<br/>Business & Management<br/>Sales & marketing
<br/><br/><label>LC Class. No.: </label>HF5415  / .K636 2021 
<br/><br/><label>Dewey Class. No.: </label>658.8