Principles of Marketing, 16th Edition by Philip T. Kotler, Gary Armstrong

Complete eTextbook Content:
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 Customer 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 Marketing Strategy and Mix
7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
8. Product, 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. Communicating Customer Value: Integrated Marketing Communications
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct, Digital, Mobile, and Social Media Marketing
Part 4. Extending Marketing
18. Creating Competitive Advantage
19. The Global Marketplace
20. Sustainable Marketing: Social Responsibility and Ethics
APPENDIXES
1. Marketing Plan
2. Marketing by the Numbers
3. Marketing Careers
References
Glossary
Index

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Name: Principles of Marketing, 16th Edition
Author: Philip T. Kotler, Gary Armstrong
Edition: 16
ISBN-10: 0133795020
ISBN-13: 978-0133795028
Type: eTextbook

This is a eBook for the acutal textbook of Principles of Marketing, 16th Edition, by Philip T. Kotler, Gary Armstrong.

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