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Principles of Marketing, 16/E (Paperback)
Author(s):
Philip Kotler, Gary Armstrong

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Table of Content
Overview
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

Product Details 
ISBN-13 : 978-1292092485
ISBN-10 : 1292092483
Publisher : Pearson Education
Publication Year : 2015
Edition No : 16
Paperback : 736 pages
Shipping Weight : 1.360 Kg
Dimensions: 8.5 x 0.9 x 10.8 inches
Print Origin : United States
Edition Type : International Student Edition(ISE)
Language : English
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