(eBook) Principles of Marketing, Enhanced, Global Edition > eBook

In afast-changing, increasingly digital and social marketplace, it’s more vitalthan ever for marketers to develop meaningful connections with their customers.Principles of Marketing helps students master today’s key marketingchallenge: to create vibrant, interactive communities of consumers who makeproducts and brands an integral part of their daily lives. To help studentsunderstand how to create value and build customer relationships, Kotler andArmstrong present fundamental marketing information within an innovativecustomer-value framework. Thoroughly revised to reflect the major trendsimpacting contemporary marketing, the 18th Edition is packed withstories illustrating how companies use new digital technologies to maximizecustomer engagement and shape brand conversations, experiences, andcommunities.

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