9781292341200 Kotler

(e-Book) Principles of Marketing, Global Edition 18th Edition (12 months Digital Access) - Kotler/ Armstrong

RM85.00

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Product Description

For principles of marketing courses that require a comprehensive text. 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 maximize customer engagement and shape brand conversations, experiences, and communities.

Table of Content

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PART 1: DEFINING MARKETING AND THE MARKETING PROCESS 
1. Marketing: Creating Customer Value and Engagement 
2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships 
PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE 
3. Analyzing the Marketing Environment 
4. Managing Marketing Information to Gain Customer Insights 
5. Consumer Markets and Buyer Behavior 
6. Business Markets and Business Buyer Behavior 
PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX 
7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers 
8. Products, Services, and Brands: Building Customer Value 
9. Developing New Products and Managing the Product Life Cycle  
10. Pricing: Understanding and Capturing Customer Value 
11. Pricing Strategies: Additional Considerations 
12. Marketing Channels: Delivering Customer Value 
13. Retailing and Wholesaling 
14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy 
15. Advertising and Public Relations 
16. Personal Selling and Sales Promotion 
17. Direct, Online, Social Media, and Mobile Marketing 
PART 4: EXTENDING MARKETING 
18. Creating Competitive Advantage 
19. The Global Marketplace 
20. Sustainable Marketing: Social Responsibility and Ethics 
Appendix 1: Marketing Plan 
Appendix 2: Marketing by the Numbers 
Appendix 3: Careers in Marketing