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For undergraduate Principles of Marketing courses This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. Today's marketing challenge is creating vibrant, in***ctive communities of c***umers who make products and brands a part of their daily lives. Learn how to create value and gain loyal customers. Kotler/Armstrong is a comprehensive, classic principles text ***anized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer relati***hips. The changing nature of c***umer expectati*** means that marketers must learn how to build communities in addition to brand loyalty. The thirteenth edition of Kotler/Armstrong has been fully updated and redesigned to make the book easier to use. Chapters also now contain opening vignettes and accompanying outlines to help students study.

Part 1--Defining Marketing and the Marketing Process

1. Marketing: Creating and Capturing Customer Value

2. Company and Marketing Strategy: Partnering to Build Customer Relati***hips

Part 2--Understanding the Marketplace and C***umers

3. The Marketing Environment

4. Managing Marketing Information to Gain Customer Insights

5. C***umer Markets and C***umer Buyer Behavior

6. Business Markets and Business Buyer Behavior

Part 3--Designing a Customer-Driven Marketing Strategy and Marketing Mix

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

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

9. New-Product Development and Life-Cycle Strategies

10. Pricing: Understanding and Capturing Customer Value

11. Pricing Strategies

12. Marketing Channels: Delivering Customer Value

13. Retailing and W***saling

14. Communicating Customer Value: Integrated Marketing Communication Strategy

15. Advertising and Public Relati***

16. Personal Selling and Sales Promotion

17. Direct and Online Marketing: Building Direct Customer Relati***hips

Part 4--Extending Marketing

18. Creating Competitive Advantage

19. The Global Marketplace

20. Marketing Ethics and Social Resp***ibility

APPENDIXES 1. Marketing Plan

APPENDIXES 2. Marketing by the Numbers

APPENDIXES 3. Careers in Marketing

Glossary

Company

Index

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书籍介绍

For undergraduate Principles of Marketing courses This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. Today's marketing challenge is creating vibrant, in***ctive communities of c***umers who make products and brands a part of their daily lives. Learn how to create value and gain loyal customers. Kotler/Armstrong is a comprehensive, classic principles text ***anized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer relati***hips. The changing nature of c***umer expectati*** means that marketers must learn how to build communities in addition to brand loyalty. The thirteenth edition of Kotler/Armstrong has been fully updated and redesigned to make the book easier to use. Chapters also now contain opening vignettes and accompanying outlines to help students study.

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