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Principles of Marketing

Principles of Marketing

Author(s):
  • Philip Kotler
  • Gary Armstrong
  • Author: Philip Kotler
    • ISBN:9789332558472
    • 10 Digit ISBN:9332558477
    • Price:Rs. 829.00
    • Pages:732
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


    Ratings:

    In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for market ers to develop meaningful connections with their customers. Principles of Marketing, 15/e, 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, this 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

    Part 1 Defining Marketing and the Marketing Process
    1 Marketing: Creating and Capturing Customer Value
    2 Company and Marketing Strategy: Partnering to Build Customer Relationships

    Part 2 Understanding the Marketplace and Consumers
    3 Analyzing the Marketing Environment
    4 Managing Marketing Information to Gain Customer Insights
    5 Consumer Markets and Consumer Buyer Behavior
    6 Business Markets and Business Buyer Behavior

    Part 3 Designing a Customer-Driven Strategy and Mix
    7 Customer-Driven Marketing Strategy: Creating Value for Target Customers
    8 Products, Services, and Brands: Building Customer Value
    9 New-Product Development and Product Life-Cycle Strategies
    10 Pricing: Understanding and Capturing Customer Value
    11 Pricing Strategies: Additional Considerations
    12 Marketing Channels: Delivering Customer Value
    13 Retailing and Wholesaling
    14 Communicating Customer Value: Integrated Marketing Communications Strategy
    15 Advertising and Public Relations
    16 Personal Selling and Sales Promotion
    17 Direct and Online Marketing: Building Direct Customer Relationships

    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

     

    Salient Features

    • New Marketing and the Economy features at the end of each chapter provide contemporary examples for discussion and learning.
    • Increased coverage of analytics helps students meet the challenges of marketing in today's economic climate.
    • New and updated real-world marketing examples show concepts in action, and bring key course concepts of life.
    • Detailed coverage of new marketing technologies—including Web 3.0, Webnography research tools, and neuromarketing—helps students understand the latest tools of the trade. 
    • An innovative learning design draw students into the material, and eases learning. The text's active and integrative presentation includes enhancements that foster learning, such as annotated chapter-opening stories, chapter-opening objective outlines, and author comments on major chapter sections.