Principles of Marketing Upplaga 13

For undergraduate Principles of Marketing courses

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.

Today’s marketing challenge is creating vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Learn how to create value and gain loyal customers.

Kotler/Armstrong is a comprehensive, classic principles text organized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer relationships. The changing nature of consumer expectations means that marketers must learn how to build communities in addition to brand loyalty.

The thirteenth edition of Kotler/Armstrong has been fully updated and redesigned to make the book easier to use. Chapters also now contain opening vignettes and accompanying outlines to help students study.

Contents

Part 1–Defining Marketing and the Marketing Process

1. Marketing: Creating and Capturing Customer Value

2. Company and Marketing Strategy: Partnering to Build Customer Relationships

Part 2–Understanding the Marketplace and Consumers

3. The Marketing Environment

4. Managing Marketing Information to Gain Customer Insights

5. Consumer Markets and Consumer Buyer Behavior

6. Business Markets and Business Buyer Behavior

Part 3–Designing a Customer-Driven Marketing Strategy and Marketing Mix

7. Customer-Driven Marketing Strategy: Creating Value for Target Customers

8. Product, Services, and Brands: Building Customer Value

9. New-Product Development and Life-Cycle Strategies

10. Pricing: Understanding and Capturing Customer Value

11. Pricing Strategies

12. Marketing Channels: Delivering Customer Value

13. Retailing and Wholesaling

14. Communicating Customer Value: Integrated Marketing Communication Strategy

15. Advertising and Public Relations

16. Personal Selling and Sales Promotion

17. Direct and Online Marketing: Building Direct Customer Relationships

Part 4–Extending Marketing

18. Creating Competitive Advantage

19. The Global Marketplace

20. Marketing Ethics and Social Responsibility

APPENDIXES

1. Marketing Plan

2. Marketing by the Numbers

3. Careers in Marketing

Glossary, Company Index, Subject Index

Features

Customer-Value Framework: Creating value for customers is a cornerstone of being an effective marketer, so this text is designed to teach students how to create and communicate value to customers from the very beginning.

NEW! Learning Design: The new design is more active and integrated, allowing students to more easily use the text.

NEW! Author Annotations: This piece of the new design has been added to help emphasize important pieces of information.

NEW! Chapter 20, “Sustainable Marketing”: As being a “green” business becomes more and more important, companies must adopt sustainable marketing practices to compete.

NEW! Consumer Generated Marketing: This is a hot topic in today’s marketing and an innovative way to bring consumers into the marketing process.

NEW! Expanded Coverage of Marketing Technologies: Allows students to stay current on how technology is affecting marketing.

Marketing By the Numbers Appendix: Helps students understand the numbers behind marketing and reveals how much math is truly involved.

NEW! End of Chapter Cases: Every chapter now has a closing case that allows instructors to connect textbook material the real world.

NEW! More Europe, Middle East, Latin America and Asia content coverage: Help students in these regions relate better to the marketing concepts.

Middle East - Page 26 Opening Case Study: Mannai Automotive Group

Middle East - Page 86 - Company Case Bahrain Bay

Europe - Page 166 - Real Marketing - Google Is Britain’s Top Brand

Europe - Page 452: Opening Case Study - Billington Cartmell

Asia - Page 274 - Real Marketing - Service Marketing.

Asia - Page 480 - Opening Case Study - Volkswagen China.

Latin America - Page 392 - Opening Case Study - Trinidad/Tobago.

Other topics of distinction

Real Marketing Highlights: Two features per chapter show students what real companies are doing.

Marketing Plan Appendix: Provides students with a complete marketing plan to demonstrate how concepts are applied