Principles of Marketing 17th edition by Gray Armstrong ISBN 013449251X 978-0134492513

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Product details:

ISBN 10: 013449251X
ISBN 13: 978-0134492513
Author: Gray Armstrong

For Principles of Marketing courses that require a comprehensive text.

Help readers learn how to create value through customer connections and engagement

In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps readers master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help individuals understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework.

Thoroughly revised to reflect the major trends impacting contemporary marketing, the 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.

Also available with MyLab Marketing

MyLab™ Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

Note: You are purchasing a standalone product; MyLab Marketing does not come packaged with this content. Students, if interested in purchasing this title with MyLab Marketing, ask your instructor for the correct package ISBN and Course ID. Instructors, contact your Pearson representative for more information.

Principles of Marketing 17th Table of contents:

1. Marketing in a Changing World

   • The role of marketing in society
   • The changing landscape of marketing

2. Company and Marketing Strategy

   • Corporate and marketing strategy
   • Marketing’s role in the strategic planning process

Part 2: Analyzing the Marketing Environment

3. Analyzing the Marketing Environment

   • Macro-environmental factors (demographics, economy, culture, etc.)
   • Micro-environment factors (suppliers, competitors, customers, etc.)

4. Managing Marketing Information and Marketing Research

   • The role of market research
   • Data collection and analysis

Part 3: Understanding Consumer and Business Markets

5. Consumer Markets and Consumer Buyer Behavior

   • The process of consumer decision-making
   • Influences on consumer behavior (psychological, social, cultural)

6. Business Markets and Business Buyer Behavior

   • Characteristics of business markets
   • Organizational buying behavior

Part 4: Crafting Marketing Strategy

7. Segmentation, Targeting, and Positioning

   • Market segmentation strategies
   • Target market selection
   • Positioning strategies

8. Product and Service Strategies

   • Types of products and services
   • Product life cycle and product portfolio management

9. Developing New Products and Managing the Product Life Cycle

   • New product development process
   • Managing the product portfolio

10. Pricing Strategies

    • Pricing objectives and strategies
    • Factors influencing pricing decisions

Part 5: Delivering and Communicating Value

11. Marketing Channels and Supply Chain Management

    • Types of distribution channels
    • Managing the supply chain

12. Retailing, Wholesaling, and Logistics

    • Retail strategies and trends
    • Wholesaling functions

13. Integrated Marketing Communications

    • Promotional mix elements (advertising, sales promotions, PR, direct marketing)
    • Developing an integrated marketing communications strategy

14. Advertising and Public Relations

    • Advertising objectives and strategies
    • Public relations and its role in marketing

15. Personal Selling and Sales Promotion

    • Sales force management
    • Sales promotions and their impact on consumers

Part 6: Managing Marketing in the Digital Age

16. Social Media and Digital Marketing

    • The rise of social media and its role in marketing
    • Digital advertising and online customer engagement

17. Marketing Ethics and Social Responsibility

    • Ethical issues in marketing
    • Corporate social responsibility and sustainable marketing

Part 7: Managing Marketing for the Future

18. Global Marketing

    • International marketing environment
    • Entering and managing global markets

19. Marketing in the 21st Century

    • The future of marketing
    • Emerging trends and innovations

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