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Principles of marketing / Philip Kotler, Gary Armstrong

Main Author Kotler, Philip, 1931- Coauthor Armstrong, Gary Edition 18th global ed. Publication Harlow : Pearson Education, 2021 Description 728 p. ISBN 9781292341132 Topical name Marketing
Marketing - Gestão CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca Universidade Europeia (QBN)
658.8 KOT/ARMS Available 12058
Book Biblioteca IPAM Porto
658.8 KOT 11156 Available 11156
Book Biblioteca IPAM Porto
658.8 KOT 11147 Available 11147
Total holds: 0

Contents

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 consumer 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 Value-Driven Marketing Strategy: Creating Value for Target Customers 
8. Products, 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 Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy 
15. Advertising and Public Relations 
16. Personal Selling and Sales Promotion 
17. Direct, Online, Social Media, and Mobile Marketing 

Part IV - Extending marketing

18. Creating Competitive Advantage 
19. The Global Marketplace 
20. Sustainable Marketing: Social Responsibility and Ethics

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