Principles of Marketing 12th Edition by Philip Kotler, Gary Armstrong ISBN 0137128274 9780137128273

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Product details:
ISBN 10: 0137128274
ISBN 13: 9780137128273 
Author: Philip Kotler, Gary Armstrong

For the Principles of Marketing course.

The comprehensive, classic principles text organized around an innovative customer-value and customer-relationship framework.

Principles of Marketing 12th Edition Table of contents:

Chapter 1: Marketing in the Twenty-First Century

• The Role of Marketing in Today’s World
• Understanding the Marketing Process
• The Evolution of Marketing Concepts
• The Importance of Customer Value and Satisfaction
• The Role of Social Responsibility and Ethics in Marketing

Chapter 2: Company and Marketing Strategy

• Strategic Planning and the Marketing Process
• Defining the Company’s Mission and Vision
• Setting Marketing Objectives and Goals
• Designing the Marketing Organization
• Developing a Marketing Strategy

Chapter 3: Analyzing the Marketing Environment

• The Microenvironment and Its Impact on Marketing
• The Macroenvironment: Trends and Forces Shaping Marketing
• The Role of Economic, Demographic, and Technological Forces
• Analyzing Competitors and Customer Behavior
• Adapting to the Marketing Environment

Chapter 4: Consumer Behavior

• Understanding Consumer Needs and Wants
• The Consumer Decision-Making Process
• Psychological and Social Influences on Consumer Behavior
• Cultural and Social Factors in Consumer Decisions
• The Role of Marketing in Shaping Consumer Behavior

Chapter 5: Business Buying Behavior

• Differences Between Consumer and Business Markets
• The Business Buying Process
• Factors Influencing Business Buying Decisions
• Organizational Buying Behavior
• The Role of B2B Marketing

Chapter 6: Segmentation, Targeting, and Positioning

• The Concept of Market Segmentation
• Methods of Segmenting Consumer and Business Markets
• Evaluating and Selecting Target Markets
• Developing Positioning Strategies
• The Role of Positioning in Branding

Chapter 7: Marketing Research

• The Role of Marketing Research in Decision Making
• Steps in the Marketing Research Process
• Data Collection and Analysis Techniques
• Using Research for Market Segmentation and Targeting
• Interpreting Marketing Research Results

Chapter 8: Product and Service Strategy

• Defining Product and Service Concepts
• Product Life Cycle and Its Implications
• Branding and Brand Equity
• Product Differentiation and Positioning
• Developing New Products and Innovation

Chapter 9: Pricing Strategies

• The Role of Pricing in the Marketing Mix
• Factors Affecting Price Decisions
• Pricing Methods: Cost-Based, Value-Based, and Competition-Based
• Pricing Strategies for New and Existing Products
• Price Adjustments and Discounts

Chapter 10: Distribution Strategy

• The Role of Distribution Channels in Marketing
• Types of Distribution Channels
• Channel Design and Management
• Retailing and Wholesaling
• Managing Supply Chain and Logistics

Chapter 11: Integrated Marketing Communications

• The Role of Communication in Marketing
• The Communication Process in Marketing
• Advertising, Sales Promotion, and Public Relations
• Direct and Digital Marketing
• Integrated Marketing Communications Strategies

Chapter 12: Personal Selling and Sales Management

• The Role of Personal Selling in the Marketing Mix
• The Sales Process: Steps and Techniques
• Sales Force Management and Motivation
• Developing Effective Sales Strategies
• Ethical Issues in Personal Selling

Chapter 13: Digital Marketing and Social Media

• The Rise of Digital Marketing
• Key Digital Marketing Tools: Websites, Email, and Search Engines
• The Role of Social Media in Marketing
• Creating Effective Online Campaigns
• Measuring the Success of Digital Marketing

Chapter 14: Global Marketing

• The Importance of Global Marketing
• Market Entry Strategies: Exporting, Joint Ventures, and Direct Investment
• Cultural, Legal, and Economic Considerations in Global Marketing
• Global Marketing Strategy and Product Adaptation
• Ethical Issues in International Marketing

Chapter 15: Marketing in Nonprofit Organizations

• Understanding Nonprofit Marketing
• Marketing Strategies for Nonprofits
• Social Marketing and Public Policy
• Creating Community-Based Marketing Campaigns
• Measuring Success in Nonprofit Marketing

Chapter 16: Sustainable Marketing

• The Concept of Sustainable Marketing
• Corporate Social Responsibility (CSR)
• Green Marketing and Eco-Friendly Products
• Ethical Issues in Sustainable Marketing
• The Role of Sustainability in Building Customer Loyalty

Chapter 17: Marketing Implementation and Control

• The Role of Marketing Implementation in Strategy
• Developing Action Plans and Budgets
• Monitoring and Evaluating Marketing Performance
• The Importance of Marketing Metrics and KPIs
• Adapting Marketing Strategies for Performance Improvement

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