世新大學圖書館

"Global edition" -- Cover.

Includes bibliographical references and index.

Part I. 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 II. 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 III. Designing a customer value-driven 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. Engaging customers and Communicating customer value --- 15. Advertising and public relations --- 16. Personal selling and sales promotion --- 17. Direct, digital, mobile, and social media marketing ---- Part IV. Extending marketing. 18. Creating competitive advantage --- 19. The global marketplace --- 20. Social responsibility and ethics.

In a fast-changing, increasingly digital and social marketplace, its more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master todays key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework.