Principles of Marketing is a longtime global leader for introductory marketing courses. Acclaimed authors Philip Kotler, Gary Armstrong and Sridhar Balasubramanian merge core marketing concepts with strategies for creating a loyal customer base. The content parallels the marketing process, moving from consumer research to customer-driven strategies to marketing-mix models and, finally, broadly integrated elements. The 20th Edition reflects major trends and shifting forces impacting marketing today, including AI applications across marketing areas. A breadth of new examples shows how companies are using digital technology to more fully engage customers and shape brand experiences and loyalty.
Marketing: Creating Customer Value and Engagement
Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
Analyzing the Marketing Environment
Managing Marketing Information to Gain Customer Insights
Consumer Markets and Buyer Behavior
Business Markets and Business Buyer Behavior
Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
Products, Services, and Brands: Building Customer Value
Developing New Products and Managing the Product Life Cycle
Pricing: Understanding and Capturing Customer Value
Pricing Strategies: Advanced Topics
Marketing Channels: Delivering Customer Value
Retailing and Wholesaling
Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy
Advertising and Public Relations
Personal Selling and Sales Promotion
Digital Marketing
Creating Competitive Advantage
The Global Marketplace
Sustainable Marketing: Social Responsibility and Ethics
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