Principles of Marketing, Global Edition eBook, 18th Edition

Philip Kotler all

Principles of Marketing, Global Edition eBook, 18th Edition

By Philip Kotler, Gary Armstrong
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Philip Kotler all
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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.

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  • A 5-step customer engagement framework ties together key concepts, and details how marketing creates customer value and captures value in return. The 18th edition continues to add to this framework and focuses on building direct and continuous customer involvement in shaping brands, brand conversations, brand experiences, brand advocacy, and brand community.
  • Material in both traditional marketing areas and on fast-changing and trending topics such as digital, mobile, and social media marketing; customer engagement marketing; big data, artificial intelligence, and new marketing analytics; and much more, keeps students informed.
  • Chapter-opening Objective Outlines preview chapter contents and learning objectives; Chapter Previews show chapter concepts, link them with previous chapter concepts, and introduce the chapter-opening story; and Vignettes -- engaging, deeply developed, illustrated, and annotated marketing stories -- help introduce the chapter material and spark student interest.
  • In-text examples illustrate contemporary marketing practices and bring key course concepts to life.
  • Each figure contains author comments that ease and enhance student learning by introducing and explaining major chapter sections and figures.
  • Application Cases facilitate discussion of current issues and company situations in areas such as mobile and social marketing, ethics, and financial marketing analysis, while Company Cases (20 of which are new to the 18th edition) help students apply what they’ve learned to actual company and brand situations.
  • End-of-chapter Objectives Reviews summarise major chapter concepts and link them to chapter objectives, Key Terms facilitate easy reference, and Discussion Questions and Critical-Thinking Exercises help students keep track of and apply what they’ve learned in the chapter.
  • Real Marketing highlights provide fresh insights into real marketing practices from all-stars like Fila, Huawei, TikTok, Waitrose, and Zara.
  • Marketing Plan (Appendix 1) contains a detailed sample marketing plan that helps students apply important marketing planning concepts.
  • Marketing by the Numbers (Appendix 2) provides students with a comprehensive intro to the marketing financial analysis that helps guide, assess, and support marketing decisions. An exercise at the end of each chapter lets students apply analytical and financial thinking to that chapter’s concepts and links the chapter to the Marketing by the Numbers appendix.
  • Careers in Marketing (Appendix 3) helps students explore marketing career paths and lays out a process for landing a marketing job that best matches their special skills and interests.
Table of contents
  • 1. Marketing: Creating Customer Value and Engagement 
  • 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships 
  • 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 
  • 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 
  • 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