Principles of Marketing Global Edtion 18th Edition by Philip Kotler, Gary Armstrong ISBN 1292341130 978-1292341132

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ISBN 10: 1292341130 
ISBN 13: 978-1292341132
Author: Philip Kotler, Gary Armstrong 

For principles of marketing courses that require a comprehensive text.
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 18th Edition is packed with stories illustrating how companies use new digital technologies to maximise customer engagement and shape brand conversations, experiences, and communities.

Principles of Marketing Global Edtion 18th Table of contents:

PART 1: DEFINING MARKETING AND THE MARKETING PROCESS 

1. Marketing: Creating Customer Value and Engagement 

2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships 

PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE 

3. Analyzing the Marketing Environment 

4. Managing Marketing Information to Gain Customer Insights 

5. Consumer Markets and Buyer Behavior 

6. Business Markets and Business Buyer Behavior 

PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX 

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

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

9. Developing New Products and Managing the Product Life Cycle  

10. Pricing: Understanding and Capturing Customer Value 

11. Pricing Strategies: Additional Considerations 

12. Marketing Channels: Delivering Customer Value 

13. Retailing and Wholesaling 

14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy 

15. Advertising and Public Relations 

16. Personal Selling and Sales Promotion 

17. Direct, Online, Social Media, and Mobile Marketing 

PART 4: EXTENDING MARKETING 

18. Creating Competitive Advantage 

19. The Global Marketplace 

20. Sustainable Marketing: Social Responsibility and Ethics 

Appendix 1: Marketing Plan 

Appendix 2: Marketing by the Numbers 

Appendix 3: Careers in Marketing 

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