Principles of Marketing 12th Edition by Philip Kotler ISBN 0132390027 978-0132390026

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Product details: 

ISBN 10: 0132390027
ISBN 13:  978-0132390026

Author: Philip Kotler 

The 12th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined, Principles of Marketing tells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field. Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels,

Table of contents: 

CHAPTER 1 MARKETING: MANAGING PROFITABLE CUSTOMER RELATIONSHIPS
CHAPTER 2 COMPANY AND MARKETING STRATEGY: PARTNERING TO BUILD CUSTOMER RELATIONSHIPS
CHAPTER 3 THE MARKETING ENVIRONMENT
CHAPTER 4 MANAGING MARKETING INFORMATION
CHAPTER 5 CONSUMER MARKETS AND CONSUMER BUYER BEHAVIOR
CHAPTER 6 BUSINESS MARKETS AND BUSINESS BUYER BEHAVIOR
CHAPTER 7 SEGMENTATION, TARGETING, AND POSITIONING: BUILDING THE RIGHT RELATIONSHIPS WITH THE RIGHT CUSTOMERS
CHAPTER 8 PRODUCT, SERVICES, AND BRANDING STRATEGY
CHAPTER 9 NEW-PRODUCT DEVELOPMENT AND PRODUCT
CHAPTER 10 PRICING PRODUCTS: UNDERSTANDING AND CAPTURING CUSTOMER VALUE
CHAPTER 11 PRICING PRODUCTS: PRICING STRATEGIES
CHAPTER 12 MARKETING CHANNELS AND SUPPLY CHAIN MANAGEMENT
CHAPTER 13 RETAILING AND WHOLESALING
CHAPTER 14 COMMUNICATING CUSTOMER VALUE: INTEGRATED MARKETING COMMUNICATIONS STRATEGY
CHAPTER 15 ADVERTISING AND PUBLIC RELATIONS
CHAPTER 16 PERSONAL SELLING AND SALES PROMOTION 
CHAPTER 17 DIRECT AND ONLINE MARKETING: BUILDING DIRECT 
CUSTOMER RELATIONSHIPS
CHAPTER 18 CREATING COMPETITIVE ADVANTAGE
CHAPTER 19 THE GLOBAL MARKETPLACE
CHAPTER 20 MARKETING ETHICS AND SOCIAL RESPONSIBILITY 
APPENDIX 1 Marketing Plan
Appendix 2 MARKETING BY THE NUMBERS 
APPENDIX 3 CAREERS IN MARKETING

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