Principles of marketing.

By:

Kotler, Philip [author.]

Contributor(s):

Material type: Text

TextAnalytics: Show analyticsPublisher: Upper Saddle River : Pearson, 2023Edition: Nineteenth edition / Philip Kotler, Gary Armstrong, Sridhar Balasubramanian.; Global edition.Description: 1 online resource.ISBN:

9781292449333
9781292449401

Subject(s):

Marketing

Online resources:

19th edition Global Edition, e-book

Contents:

PART I — Defining Marketing and the Marketing Process — Marketing — Creating Customer Value and Engagement — Company and Marketing Strategy — Partnering to Build Customer Engagement, Value, and Relationships — PART II — Understanding the Marketplace and Consumer Value — Analyzing the Marketing Environment — Managing Marketing Information to Gain Customer Insights — Consumer Markets and Buyer Behavior — Business Markets and Business Buyer Behavior — PART III — Designing a Customer Value-Driven Strategy and Mix — Customer Value-Driven Marketing Strategy — Creating Value for Target Customers — Products, Services, and Brands — Building Customer Value — Developing New Products and Managing the Product Life Cycle — Pricing — Understanding and Capturing Customer Value — Pricing Strategies — Additional Considerations — Marketing Channels — Delivering Customer Value — Retailing and Wholesaling — Engaging Consumers and Communicating Customer Value — Integrated Marketing Communications Strategy — Advertising and Public Relations — Personal Selling and Sales Promotion — Digital Marketing — PART IV — Extending Marketing — Creating Competitive Advantage — The Global Marketplace — Sustainable Marketing — Social Responsibility and Ethics — Appendices — Marketing Plan — Marketing by the Numbers — Careers In Marketing.

Summary: Master key marketing challenges and learn how you can develop meaningful connections with your customers. Principles of Marketing, 19th edition shows you how to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. Ideal for marketing students, this text presents the fundamentals of marketing within an innovative customer-value framework. This latest edition has been extensively revised to reflect the major trends impacting contemporary marketing. With a wealth of company stories and features, this text will show you how companies use new digital technologies to maximise customer engagement and shape brand experiences.

Holdings ( 1 )
Title notes ( 3 )

Holdings
Item type	Current library	Call number	Copy number	Status	Notes	Date due	Barcode
eBook	TBS Barcelona	HF5415 KOT (Browse shelf(Opens below))	1	Available	19th edition Global Edition, e-book

Includes bibliographical references and index.

PART I — Defining Marketing and the Marketing Process —
Marketing — Creating Customer Value and Engagement —
Company and Marketing Strategy — Partnering to Build Customer Engagement, Value, and Relationships —

PART II — Understanding the Marketplace and Consumer Value —
Analyzing the Marketing Environment —
Managing Marketing Information to Gain Customer Insights —
Consumer Markets and Buyer Behavior —
Business Markets and Business Buyer Behavior —

PART III — Designing a Customer Value-Driven Strategy and Mix —
Customer Value-Driven Marketing Strategy — Creating Value for Target Customers —
Products, Services, and Brands — Building Customer Value —
Developing New Products and Managing the Product Life Cycle —
Pricing — Understanding and Capturing Customer Value —
Pricing Strategies — Additional Considerations —
Marketing Channels — Delivering Customer Value —
Retailing and Wholesaling —
Engaging Consumers and Communicating Customer Value — Integrated Marketing Communications Strategy —
Advertising and Public Relations —
Personal Selling and Sales Promotion —
Digital Marketing —

PART IV — Extending Marketing —
Creating Competitive Advantage —
The Global Marketplace —
Sustainable Marketing — Social Responsibility and Ethics —

Appendices —
Marketing Plan —
Marketing by the Numbers —
Careers In Marketing.

Master key marketing challenges and learn how you can develop meaningful connections with your customers.
Principles of Marketing, 19th edition shows you how to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives.

Ideal for marketing students, this text presents the fundamentals of marketing within an innovative customer-value framework. This latest edition has been extensively revised to reflect the major trends impacting contemporary marketing.

With a wealth of company stories and features, this text will show you how companies use new digital technologies to maximise customer engagement and shape brand experiences.