Principles of Marketing, Global Edition – 26 April 2023
by Philip Kotler(Author), Gary Armstrong(Author)
Publisher finelybook 出版社: Pearson; 19th edition (26 April 2023)
Language 语言: English
Print Length 页数: 768 pages
ISBN-10: 1292449365
ISBN-13: 9781292449364
Book Description
Master the key marketing challenges and see how you can develop meaningful connections with your customers.
Principles of Marketing, global edition, 19th edition by Kotler and Armstrong shows you how to create vibrant, interactive communities of consumers in today’s fast-changing, increasingly digital and social marketplace.
Ideal for students who study marketing courses, this textbook offers a comprehensive overview of the fundamental principles of marketing within an innovative customer-value framework, providing you with the knowledge and resources to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives.
This latest edition has been revised and enhanced to reflect the major trends impacting contemporary marketing, packed with stories illustrating how companies are using new digital technologies to maximise customer engagement and shape brand conversations, experiences and communities.
Key features include:
Both traditional and fast-changing trending topics that give you a well-rounded knowledge of marketing concepts, technologies and practices.
End-of-Chapter Reviews, Discussion Questions, and Critical-Thinking Exercises that allow you to practice what you have learned.
A sample marketing plan showing you how to apply important marketing planning concepts.
End-of-chapter Company Cases that facilitate discussion of current issues and application of marketing concepts to company situations.
Also available with MyLab®Marketing
MyLab is the teaching and learning platform that empowers you to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLabMarketing personalises the learning experience and improves results for each student.
If you would like to purchase both the physical text and MyLab®Marketing, search for:
MyLab®Marketing with Pearson eText
MyLab®Marketing is not included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.
This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content, which is especially relevant to students outside the United States.
Brief Contents
Preface 15
Part 1 Defining Marketing and the Marketing Process 24
1 Marketing: Creating Customer Value and Engagement 24
2 Company and Marketing Strategy: Partnering to Build Customer Engagement,
Value, and Relationships 58
Part 2 Understanding the Marketplace and Consumer Value 86
3 Analyzing the Marketing Environment 86
4 Managing Marketing Information to Gain Customer Insights 120
5 Consumer Markets and Buyer Behavior 160
6 Business Markets and Business Buyer Behavior 192
Part 3 Designing a Customer Value–Driven Strategy and Mix 214
7 Customer Value–Driven Marketing Strategy: Creating Value for Target Customers 214
8 Products, Services, and Brands: Building Customer Value 246
9 Developing New Products and Managing the Product Life Cycle 282
10 Pricing: Understanding and Capturing Customer Value 310
11 Pricing Strategies: Advanced Topics 334
12 Marketing Channels: Delivering Customer Value 362
13 Retailing and Wholesaling 398
14 Engaging Consumers and Communicating Customer Value: Integrated Marketing
Communications Strategy 434
15 Advertising and Public Relations 458
16 Personal Selling and Sales Promotion 484
17 Digital Marketing 514
Part 4 Extending Marketing 548
18 Creating Competitive Advantage 548
19 The Global Marketplace 572
20 Sustainable Marketing: Social Responsibility and Ethics 604
Appendix 1 Marketing Plan 638
Appendix 2 Marketing by the Numbers 648
Appendix 3 Careers in Marketing 665
Glossary 678
References 689
Index 738
