Principles of marketing
/ Philip Kotler, Gary Armstrong
- Twelfth edition.
- Harlow, England : Pearson Education, 2008
- xxxii, 637, [99] pages : illustrations (chiefly color) ; 28 cm.
Includes bibliographical references (p. R-1 - R-30) and indexes.
Part I. Defining Marketing and the Marketing Process -- 1. Marketing: Managing Profitable Customer Relationships -- 2. Company and Marketing Strategy: Partnering to Build Customer Relationships -- Part II. Understanding the Marketplace and Consumers -- 3. The Marketing Environment -- 4. Managing Marketing Information -- 5. Consumer Markets and Consumer Buyer Behavior -- 6. Business Markets and Business Buyer Behavior -- Part III. Designing a Customer-Driven Marketing Strategy and Integrated Marketing Mix -- 7. Consumer-Driven Marketing Strategy -- 8. Products, Services, and Branding Strategy -- 9. New Product Development and Product Life-Cycle Strategies -- 10. Pricing Products: Understanding and Capturing Customer Value -- 11. Pricing Products: Pricing Strategies -- 12. Marketing Channels and Supply Chain Management -- 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 IV. Extending Marketing -- 18. Creating Competitive Advantage -- 19. The Global Marketplace -- 20. Marketing Ethics and Social Responsibility.
The goal of every marketer is to create more value for customers. So it makes sense that our goal for the thirteenth edition is to continue creating more value for you - our customer. Our goal is to introduce you to the fascinating world of modern marketing in an innovative yet practical and enjoyable way. We've redesigned the book to make it easier to learn and study from, and we've added mymarketinglab, our online personalized study and assessment tool.