Principles of Marketing, 19/e
Principles of Marketing 19th Edition discusses today’s key marketing challenge to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Presenting fundamental marketing information embedded with the innovative customer-value framework, this book helps students understand how to create value and gain loyal customers.
This edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships. The text has been thoroughly revised to reflect the major trends and forces impacting marketing in this era of customer value and high-tech customer relationships. Emphasizing the great role that social media and technology play in contemporary marketing, it’s packed with new stories and examples illustrating how companies employ innovative techniques to gain competitive advantage–from traditional marketing all-stars to new-age digital competitors.
The feature-enriched content and simple language make this book a must-read for students and practicing managers to understand the fundamentals of marketing and the latest developments in the industry.
Features:
- Marketing in a Digital Age of Customer Value and Engagement
- Threats and opportunities caused by the COVID-19 pandemic for marketers.
- New Real-World Brand Stories Highlights, Cases, and In-Text Examples like McDonald’s, Gillette, Nestle-Maggi, Hindustan Unilever Ltd., Procter and Gamble, Colgate-Palmolive, etc.
- Case studies on Indian brands like Patanjali Ayurved, Royal Enfield, Titan, Indigo Airlines, and many others
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: Advanced Topics
12. Marketing Channels: Delivering Customer Value
13. Retailing and Wholesaling
14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Digital 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
| Book | |
|---|---|
| Author | Kotler |
| Pages | 760 |
| Year | 2023 |
| ISBN | 9789357055215 |
| Publisher | Pearson |
| Language | English |
| Uncategorized | |
| Edition | 19/e |
| Weight | 1.36 kg |
| Dimensions | 20.3 x 25.4 x 4.7 cm |
| Binding | Paperback |
| Length (cm) | 20.3 |
| Width (cm) | 25.4 |
| Height (cm) | 4.7 |