Principles of Marketing 14th Edition by Gary Armstrong, Philip Kotler ISBN B004VG3HCW

Principles of Marketing 14th Edition by Gary Armstrong, Philip Kotler – Ebook PDF Instant Download/Delivery. B004VG3HCW
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ISBN 10: B004VG3HCW
ISBN 13:
Author: Gary Armstrong, Philip Kotler

Principles of Marketing 14th Edition Table of contents:

Chapter 1: Marketing: Creating and Capturing Customer Value

• Understanding the Role of Marketing
• The Marketing Process
• The Value Proposition and Customer Satisfaction

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

• Defining Company Mission and Objectives
• Developing and Implementing Marketing Strategies
• Building Customer Relationships

Chapter 3: Analyzing the Marketing Environment

• The Microenvironment and Macroenvironment
• Factors Shaping the Marketing Environment
• Analyzing Competitors and Market Forces

Chapter 4: Managing Marketing Information to Gain Customer Insights

• The Role of Marketing Research
• Gathering and Analyzing Data
• Gaining Customer Insights for Better Decision-Making

Chapter 5: Consumer Markets and Consumer Buyer Behavior

• Understanding Consumer Buying Behavior
• Psychological and Social Influences
• The Consumer Decision-Making Process

Chapter 6: Business Markets and Business Buyer Behavior

• Differences Between Consumer and Business Markets
• The Business Buying Process
• Influences on Business Buying Behavior

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

• Segmenting Consumer Markets
• Targeting and Positioning
• Developing a Customer-Driven Marketing Strategy

Chapter 8: Products, Services, and Brands: Building Customer Value

• The Concept of Product and Service
• Creating and Managing Brands
• Product and Service Differentiation

Chapter 9: Developing New Products and Managing the Product Life Cycle

• New Product Development Process
• Managing the Product Life Cycle
• Innovation and Product Strategy

Chapter 10: Pricing Strategies: Understanding and Capturing Customer Value

• The Role of Pricing in the Marketing Mix
• Pricing Methods and Strategies
• Capturing Value through Pricing

Chapter 11: Additional Pricing Considerations

• Price Adjustments and Discounts
• Psychological Pricing
• Pricing for New Products

Chapter 12: Marketing Channels: Delivering Customer Value

• The Role of Marketing Channels in Value Delivery
• Channel Design and Management
• Partnering with Intermediaries

Chapter 13: Retailing and Wholesaling

• The Importance of Retailing and Wholesaling
• Retailer and Wholesaler Types
• Trends in Retailing and Wholesaling

Chapter 14: Communicating Customer Value

• The Importance of Communication in Marketing
• Integrated Marketing Communications
• Building a Marketing Communication Strategy

Chapter 15: Advertising and Public Relations

• The Role of Advertising in Marketing
• Public Relations Strategies
• Measuring Advertising Effectiveness

Chapter 16: Personal Selling and Sales Promotion

• The Role of Personal Selling in Marketing
• Sales Force Management
• Sales Promotion Techniques

Chapter 17: Direct and Online Marketing: Building Direct Customer Relationships

• Direct Marketing Tools and Strategies
• Online Marketing and Social Media
• Building Customer Relationships through Digital Channels

Chapter 18: Creating Competitive Advantage

• Defining Competitive Advantage
• Strategies for Building and Sustaining Competitive Advantage
• Differentiation and Cost Leadership

Chapter 19: The Global Marketplace

• The Importance of Global Marketing
• Strategies for Global Marketing Success
• Cultural, Legal, and Economic Considerations

Chapter 20: Sustainable Marketing: Social Responsibility and Ethics

• Understanding Sustainable Marketing
• Corporate Social Responsibility (CSR)
• Ethical Issues in Marketing

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