Principles of Marketing (12th Edition) (Principles of Marketing)

The 12th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined, Principles of Marketing tells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field. Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace. An excellent tool for anyone in marketing and sales, whether self- or corporate- employed. 'principles Of Marketing' Is Organized Around An Innovative Customer-value And Customer-relationship Framework. Part 1. Defining Marketing And The Marketing Process -- 1. Marketing: Creating And Capturing Customer Value -- 2. Company And Marketing Strategy: Partnering To Build Customer Relationships -- Part 2. Understanding The Marketplace And Consumers -- 3. The Marketing Environment -- 4. Managing Marketing Information To Gain Customer Insights -- 5. Consumer Markets And Consumer 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 Wholesaling -- 14. Communicating Customer Value: Integrated Marketing Communication Strategy -- 15. Advertising And Public Relations -- 16. Personal Selling And Sales Promotion -- 17. Direct And Online Marketing: Building Direct Customer Relationships -- Part 4. Extending Marketing -- 18. Creating Competitive Advantage -- 19. The Global Marketplace -- 20. Marketing Ethics And Social Responsibility -- Appendixes -- 1. Marketing Plan -- 2. Marketing By The Numbers -- 3. Careers In Marketing. Philip Kotler, Gary Armstrong. Includes Bibliographical References (p. R-1-r-30) And Indexes. “Marketing is the creative use of truth.” “Marketing is the homework that we do before we have a product.” “Marketing management is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value.” For the Principles of Marketing course. The comprehensive, classic principles text organized around an innovative customer-value and customer-relationship framework.