Principles of Marketing with MyMarketingLab, Global Edition

Principles of Marketing with MyMarketingLab, Global Edition

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This package contains Kotler, Principles of Marketing Global edition 16e and access to MyMarketingLab. Important information for students: You need both an access code and a course ID to access MyMarketingLab. Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system. For Principles of Marketing courses that require a comprehensive text.This package includes MyMarketingLab (R)Help students learn how to create customer value 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, this edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. Personalize learning with MyMarketingLab MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Hands-on activities and exercises enable students to better understand and master course concepts, and the skills required to be successful marketers today. Find out more at more

Product details

  • Mixed media product
  • 217 x 274 x 23mm | 1,440g
  • Pearson Education Limited
  • Harlow, United Kingdom
  • 16th edition
  • 1292092599
  • 9781292092591
  • 674,403

Table of contents

Part 1. Defining Marketing and the Marketing Process1. Marketing: Creating Customer Value and Engagement2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and RelationshipsPart 2. Understanding the Marketplace and Customer Value3. Analyzing the Marketing Environment4. Managing Marketing Information to Gain Customer Insights5. Consumer Markets and Buyer Behavior6. Business Markets and Business Buyer BehaviorPart 3. Designing a Customer Value-Driven Marketing Strategy and Mix7. Customer-Driven Marketing Strategy: Creating Value for Target Customers8. Product, Services, and Brands: Building Customer Value9. Developing New Products and Managing the Product Life Cycle10. Pricing: Understanding and Capturing Customer Value11. Pricing Strategies: Additional Considerations12. Marketing Channels: Delivering Customer Value13. Retailing and Wholesaling14. Communicating Customer Value: Integrated Marketing Communications15. Advertising and Public Relations 16. Personal Selling and Sales Promotion17. Direct, Digital, Mobile, and Social Media MarketingPart 4. Extending Marketing18. Creating Competitive Advantage19. The Global Marketplace20. Sustainable Marketing: Social Responsibility and Ethics APPENDIXES1. Marketing Plan2. Marketing by the Numbers3. Marketing CareersReferencesGlossaryIndexshow more