Principles of Marketing
Today’s marketing challenge is creating vibrant, interactive communities of consumers 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 organized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer relationships. The changing nature of consumer expectations 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 now contain opening vignettes and accompanying outlines to help students study.
Defining Marketing and the Marketing Process; Understanding the Marketplace and Consumers; Designing a Customer-Driven Marketing Strategy and Marketing Mix; Extending Marketing--global marketing, ethics, competitive advantage
Today’s marketers need to make use of all the latest technologies in order to find and capture their market. By creating customer value and building an interactive community, they can develop lasting and profitable relationships with consumers.
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Defining Marketing ond the Morkehng Process
Partnering to Build Customer
Understondmg the Morketploce and Consumers
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AACSB advertising airline Ameriprise Financial behavior brand build buyer decision process buyers buying campaign channel chapter company's competitive competitors concept consumers Costco costs create customer relationships customer value dealers decisions develop direct marketing Discuss distribution e-mail environment ESPN Febreze firm ﬁrms ﬁrst focus GEICO global industry innovation Intemet interactive Internet iPod Lexus logistics major manufacturers market share marketing communications marketing mix marketing research marketing strategy McDonald's million NASCAR needs Netflix new-product Nike objectives offers organization package percent positioning Procter & Gamble products and services proﬁtable profits programs purchase recent Reflective Thinking resellers retailers Roomba sales force salespeople says segments sellers social speciﬁc Starbucks StubHub sumers suppliers target market television tion tomers users Victoria's Secret Wal-Mart wholesalers YouTube