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ABOUT THIS BOOK
Principles of Marketing plus Pearson MyLab Marketing with Pearson eText, Global Edition
£67.00

PRINCIPLES OF MARKETING PLUS PEARSON MYLAB MARKETING WITH PEARSON ETEXT, GLOBAL EDITION

MIXED MEDIA PRODUCT BY KOTLER, DR. PHILIP T.

£67.00

ISBN
9781292220284
IMPRINT
PEARSON EDUCATION LIMITED
 
 
EDITION
17TH EDITION
PUBLISHER
PEARSON EDUCATION LIMITED
STOCK FOR DELIVERY
IN STOCK AT ONE OF OUR SUPPLIERS
FORMAT
MIXED MEDIA PRODUCT
PAGES
0 pages
PUBLICATION DATE
24 AUG 2017

DESCRIPTION

This package includes MyLab. For Principles of Marketing courses that require a comprehensive text.This package includes MyLab Marketing. 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. This package includes MyLabTM Marketing, an online homework, tutorial, and assessment program designed to work with this text 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. MyLab should only be purchased when required by an instructor. Please be sure you have the correct ISBN and Course ID. Instructors, contact your Pearson rep for more information.

CONTENTS

Part 1: Defining Marketing and the Marketing Process‚ 1. Marketing: Creating Customer Value and Engagement‚ 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships‚ Part 2: Understanding the Marketplace and Consumer Value‚ 3. Analyzing the Marketing Environment‚ 4. Managing Marketing Information to Gain Customer Insights‚ 5. Consumer Markets and Buyer Behavior‚ 6. Business Markets and Business Buyer Behavior‚ Part 3: Designing a Customer Value-Driven Strategy and Mix‚ 7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers‚ 8. Products, Services, and Brands: Building Customer Value‚ 9. Developing New Products and Managing the Product Life Cycle ‚ 10. Pricing: Understanding and Capturing Customer Value‚ 11. Pricing Strategies: Additional Considerations‚ 12. Marketing Channels: Delivering Customer Value‚ 13. Retailing and Wholesaling‚ 14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy‚ 15. Advertising and Public Relations‚ 16. Personal Selling and Sales Promotion‚ 17. Direct, Online, Social Media, and Mobile Marketing‚ 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