Principles of Marketing, Global Edition, 17th Edition

For Principles of Marketing courses that require a comprehensive text. Help students learn how to create value through customer connections and engagementIn 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 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. MyLabTM Marketing not included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson rep for more information.MyLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts.

Table of Contents

Part 1: Defining Marketing and the Marketing Process
Chapter Chapter 1 Marketing: Creating Customer Value And Engagement
Chapter Chapter 2 Company And Marketing Strategy: Partnering To Build Customer Engagement, Value, And Relationships

Part 2: Understanding the Marketplace and Consumer Value
Chapter Chapter 3 Analyzing The Marketing Environment
Chapter Chapter 4 Managing Marketing Information: To Gain Customer Insights
Chapter Chapter 5 Consumer Markets And Buyer Behavior
Chapter Chapter 6 Consumer Markets And Buyer Behavior

PART 3: Designing a Customer Value–Driven Strategy and Mix
Chapter Chapter 7 Customer Value–Driven Marketing Strategy: Creating Value For Target Customers
Chapter Chapter 8 Products, Services, And Brands: Building Customer Value
Chapter Chapter 9 Developing New Productsand Managing The Product Life Cycle
Chapter Chapter 10 Understanding And Capturing Customer Value
Chapter Chapter 11 Pricing Strategies::Additional Considerations
Chapter Chapter 12 Marketing Channels:Delivering Customer Value
Chapter Chapter 13 Retailing And Wholesaling
Chapter Chapter 14 Engaging Consumers And Communicating Customer Value: Integrated Marketing Communication Strategy
Chapter Chapter 15 Advertising And Public Relations
Chapter Chapter 16 Personal Selling And Sales Promotion
Chapter 17 Direct, Online, Social Media,And Mobile Marketing

PART 4: Extending Marketing
Chapter Chapter 18 Creating Competitive Advantage
Chapter Chapter 19 The Global Marketplace
Chapter Chapter 20 Sustainable Marketing: Social Responsibility And Ethics

Appendix 1: Marketing Plan
Appendix 2: Marketing by the Numbers
Appendix 3: Careers in Marketing