Kotler, Philip creator author Armstrong, Gary (Gary M.) author text nyu 2018 Seventeenth edition. monographic eng

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xxiv,707 pages ; 29 cm For Principles of Marketing courses that require a comprehensive text. Help readers learn how to create value through customer connections and engagement. In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps readers master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help individuals understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. Part 1: Defining Marketing and the Marketing Process -- Part 2: Understanding the Marketplace and Consumer Value -- Part 3: Designing a Customer Value—Driven Strategy and Mix -- Part 4: Extending Marketing -- Appendix 1: Marketing Plan -- Appendix 2: Marketing by the Numbers -- Appendix 3: Careers in Marketing. 1. Marketing: Creating Customer Value and Engagement -- 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships -- 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 -- 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 -- 18. Creating Competitive Advantage -- 19. The Global Marketplace -- 20. Sustainable Marketing: Social Responsibility and Ethics.  Philip Kotler, Gary Armstrong. Includes glossary. Includes bibliographical references (pages 651-678) and index. Marketing HF5415 .K636 2018 658.8 9780134492513 013449251X 2016022842 DLC 160727 20180424150552.0 19193532 eng