Principles of Marketing Global Edition 17th edition by Phillip Kotler, Gary Armstrong ISBN 1292220171 978-1292220178

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ISBN 10: 1292220171 
ISBN 13: 978-1292220178
Author: Phillip Kotler, Gary Armstrong 

 ISBN: 9781292220178 is a Global Edition of Principles of Marketing 17th edition by Philip T. Kotler (Author), Gary Armstrong (Author). This ISBN 9781292220178 is student textbook only. It will not come with online access code. The global edition has different cover page of U.S edition which sold under ISBN: 9780134492513 (HARDCOVER) ISBN 9780134461526 (Loose Leaf) or ISBN 9780134492513 (eTextbook) or Principles of Marketing courses that require a comprehensive text. Help students 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 students 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 students 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. MyLabTM Marketing not included.Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson rep for more information.

Principles of Marketing, Global Edition 17th able of contents:

Part 1 Defining marketing and the marketing process
Part 2 Defining Marketing and the Marketing Process 26
Marketing: Creating Customer Value and Engagement 26
Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships 62
Understanding the Marketplace and Consumer Value 90
Analyzing the Marketing Environment 90
Managing Marketing Information to Gain Customer Insights 122
Consumer Markets and Buyer Behavior 156
Business Markets and Business Buyer Behavior 186
Part 3 Designing a Customer Value-Driven Strategy and Mix 210
Customer Value-Driven Marketing Strategy: Creating Value for Target Customer Products, Services, and Brands: Building Customer Value 242
Developing New Products and Managing the Product Life Cycle 278
Pricing: Understanding and Capturing Customer Value 308
Pricing Strategies: Additional Considerations 330
Marketing Channels: Delivering Customer Value 356
Retailing and Wholesaling 390
Engaging Consumers and Communicating Customer Value: Integrated Marketing
Communication Strategy 422
Advertising and Public Relations 450
Personal Selling and Sales Promotion 478
Direct, Online, Social Media, and Mobile Marketing 510
Part 4 Extending Marketing 540
Creating Competitive Advantage 540
The Global Marketplace 566
Sustainable Marketing: Social Responsibility and Ethics 596

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