Part One Marketing and the Marketing Process 2 Preface xiii Guided Tour xx About the Autfmrf xxii Text and cover design: Design Deluxe, Rath, Avon Typeset in lOpt Caslon 224 Book by Goodfellow and Egan, Cambridge Printed and bound in Italy by Rotolito Lombards, Milan British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library ISBN 0-13-262254-8 1 2 3 4 5 0,3 02 01 00 99 No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form, or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission, in writing, from the publisher. First European Edition published 1996 Second European Edition published 1999 by Prentice Hal! Europe Authorised for sale only in Europe, the Middle East and Africa Copyright © Prentice Hall Europe 1996,1999 All rights reserved. A Simon & Schuster Company Upper Saddle River New Jersey, USA Copyright © 1999 by Prentice Hall Inc.
Direct, Online, Social Media, and Mobile MarketingĢ0.Acquisitions Editor: Julia Helms Icy Development Editor: Andrew Goss Permissions Manager: Sara Jillings Production Editor: Ian Stoneham Manufacturing Manager: Richard Lamprecht Marketing Manager: Scott Dustan Original eighth edition en titled Principles of Marketing published by Prentice Hall Inc. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategyġ7. Marketing Channels: Delivering Customer Valueġ4. Pricing Strategies: Additional Considerationsġ2.
Pricing: Understanding and Capturing Customer Valueġ1. Developing New Products and Managing the Product Life Cycleġ0. Products, Services, and Brands: Building Customer Valueĩ. Customer Value-Driven Marketing Strategy: Creating Value for Target CustomersĨ. PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIXħ. Business Markets and Business Buyer Behavior Managing Marketing Information to Gain Customer InsightsĦ. PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUEĤ. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships Marketing: Creating Customer Value and EngagementĢ. PART 1: DEFINING MARKETING AND THE MARKETING PROCESSġ. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student. MyLab is the teaching and learning platform that empowers you to reach every student. Reach every student by pairing this text with Pearson Pearson MyLab Marketing
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Pearson Pearson MyLab Marketing should only be purchased when required by an instructor. Students, if Pearson Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson Pearson MyLab Marketing is not included. 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.
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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. Principles of Marketing helps students master todays key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. In a fast-changing, increasingly digital and social marketplace, its more vital than ever for marketers to develop meaningful connections with their customers. Learn how to create value through customer connections and engagement 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.įor principles of marketing courses that require a comprehensive text.
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