Principles of marketing / Philip Kotler, Gary Armstrong.

Includes bibliographical references (p. R1-R26) and indexes.

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 -- Careers in Marketing -- Glossary, Company Index, Subject Index.

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. This best-selling, brief text introduces marketing through the lens of creating value for customers. TodayThis title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. This best-selling, brief text introduces marketing through the lens of creating value for customers. Today’s marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows students how customer value–creating it and capturing it–drives every effective marketing strategy. The tenth edition features a new learning design and integration with mymarketinglab, Pearson's online homework and personalized study tool.

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