Description

Thistitle is a Pearson Global Edition. The Editorial team at Pearson has workedclosely with educators around the world to include content which is especiallyrelevant to students outside the United States.

This package includes Pearson MyLab.

For principles of marketing courses thatrequire a comprehensive text.

Learn how to create value through customerconnections and engagement

In a fast-changing, increasingly digital andsocial marketplace, it’s more vital than ever for marketers to develop meaningfulconnections with their customers. Principles of Marketing helpsstudents master today’s key marketing challenge: to create vibrant, interactivecommunities of consumers who make products and brands an integral part of theirdaily lives. To help students understand how to create value and build customerrelationships, Kotler and Armstrong present fundamental marketing informationwithin an innovative customer-value framework. Thoroughly revised to reflectthe major trends impacting contemporary marketing, the 18th Edition ispacked with stories illustrating how companies use new digital technologies tomaximize customer engagement and shape brand conversations, experiences, andcommunities.

Reach every student with MyLab Marketing
MyLab^® empowers you to reach every student. This flexibledigital platform combines unrivaled content, online assessments, andcustomizable features so you can personalize learning and improve results, onestudent at a time.

Or, instead of MyLab, localize learning with Pearson Horizon      

Pearson Horizon is an easy-to-use, local-languagedigital platform that delivers popular Pearson titles through a customizable, personalizedlearning experience — all while staying relevant to your area of the world. PearsonHorizon is available for select titles and in select geographies.

Pearson MyLab Marketing and Pearson Horizonshould only be purchased when required by an instructor. Please be sure youhave the correct ISBN and Course ID. Instructors, contact your Pearsonrepresentative for more information.

Features

New coverage and fresh examples address the latest customer engagement tools, practices, and developments

· UPDATED - A 5-step customer engagement framework ties together key concepts, and details how marketing creates customer value and captures value in return. The 18th edition continues to add to this framework and focuses on building direct and continuous customer involvement in shaping brands, brand conversations, brand experiences, brand advocacy, and brand community.

· NEW and UPDATED - Material in both traditional marketing areas and on fast-changing and trending topics such as digital, mobile, and social media marketing; customer engagement marketing; big data, artificial intelligence, and new marketing analytics; and much more, keeps students informed.

Learner-focused features help students learn, link, and apply major concepts

· NEW and REVISED - Chapter-opening Objective Outlines preview chapter contents and learning objectives; Chapter Previews show chapter concepts, link them with previous chapter concepts, and introduce the chapter-opening story; and Vignettes -- engaging, deeply developed, illustrated, and annotated marketing stories -- help introduce the chapter material and spark student interest.

· NEW - In-text examples illustrate contemporary marketing practices and bring key course concepts to life.

· NEW and UPDATED - Each figure contains author comments that ease and enhance student learning by introducing and explaining major chapter sections and figures.

· NEW and REVISED - Application Cases facilitate discussion of current issues and company situations in areas such as mobile and social marketing, ethics, and financial marketing analysis, while Company Cases (20 of which are new to the 18th edition) help students apply what they’ve learned to actual company and brand situations.

· NEW and REVISED - End-of-chapter Objectives Reviews summarize major chapter concepts and link them to chapter objectives, Key Terms facilitate easy reference, and Discussion Questions and Critical-Thinking Exercises help students keep track of and apply what they’ve learned in the chapter.

Career-focused resources help students develop the skills today’s employers are looking for

· NEW and UPDATED - Real Marketing highlights provide fresh insights into real marketing practices from all-stars like Fila, Huawei, TikTok, Waitrose, and Zara.

· Marketing Plan (Appendix 1) contains a detailed sample marketing plan that helps students apply important marketing planning concepts.

· NEW and REVISED - Marketing by the Numbers (Appendix 2) provides students with a comprehensive intro to the marketing financial analysis that helps guide, assess, and support marketing decisions. An exercise at the end of each chapter lets students apply analytical and financial thinking to that chapter’s concepts and links the chapter to the Marketing by the Numbers appendix.

· Careers in Marketing (Appendix 3) helps students explore marketing career paths and lays out a process for landing a marketing job that best matches their special skills and interests.

MyLabTM Marketing is not included. Students, if Pearson Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson Pearson MyLab Marketin

New to this Edition

New coverage and fresh examples address the latestcustomer engagement tools, practices, and developments

· A 5-step customer engagement framework ties together key concepts, and details howmarketing creates customer value and captures value in return.The 18th edition continues to add to this framework and focuses on buildingdirect and continuous customer involvement in shaping brands, brandconversations, brand experiences, brand advocacy, and brand community.

· Material in both traditional marketing areas and on fast-changing andtrending topics such asdigital, mobile, and social media marketing; customer engagement marketing; bigdata, artificial intelligence, and new marketing analytics; and much more,keeps students informed.

Learner-focused features help students learn, link, andapply major concepts

· Chapter-opening Objective Outlines preview chapter contents and learningobjectives; Chapter Previews show chapter concepts, link them withprevious chapter concepts, and introduce the chapter-opening story; and Vignettes— engaging, deeply developed, illustrated, and annotated marketing stories —help introduce the chapter material and spark student interest.

· In-text examples illustrate contemporary marketing practices and bring key courseconcepts to life.

· Each figure contains author comments that ease and enhance student learning byintroducing and explaining major chapter sections and figures.

· Application Cases facilitate discussion of current issues and company situations in areassuch as mobile and social marketing, ethics, and financial marketing analysis,while Company Cases (20 of which are new to the 18th edition) helpstudents apply what they’ve learned to actual company and brand situations.

· End-of-chapter Objectives Reviews summarize major chapter concepts and link them tochapter objectives, Key Terms facilitate easy reference, and DiscussionQuestions and Critical-Thinking Exercises help students keep trackof and apply what they’ve learned in the chapter.

Career-focused resources help students develop the skillstoday’s employers are looking for

· Real Marketing highlights provide fresh insights into real marketing practices fromall-stars like Walmart, Amazon, Netflix, Apple, and more.

· Marketing by the Numbers (Appendix 2) provides students with a comprehensive introto the marketing financial analysis that helps guide, assess, and supportmarketing decisions. An exercise at the end of each chapter lets students applyanalytical and financial thinking to that chapter’s concepts and links thechapter to the Marketing by the Numbers appendix.

This title isavailable with Pearson Horizon, an easy-to-use, local-language digital platform thatdelivers a customizable, personalized learning experience — all while stayingrelevant to your area of the world. Pearson Horizon is available for selecttitles and in select geographies. For purchase options, please contact yourPearson representative.

· Deliver content digitally. Get all the benefits of our widely used content within aneasy-to-use, personalized digital platform with customizable features.

· Optimize and personalize learning. Engage students with a blended learningapproach merging digital content with complementary homework, tutorials, andassessments.

· Customize your course. Create a learning path with existing content, whiledeveloping original activities and uploading your own multimedia resources.

· Offer flexible study options. Give students instant access to mobile-friendly coursecontent, whether they’re online or offline.

Table of Contents

PART 1:DEFINING MARKETING AND THE MARKETING PROCESS

1. Marketing:Creating Customer Value and Engagement

2. Companyand Marketing Strategy: Partnering to Build Customer Engagement, Value, andRelationships

PART 2:UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE

3. Analyzingthe Marketing Environment

4. Managing MarketingInformation to Gain Customer Insights

5. ConsumerMarkets and Buyer Behavior

6. BusinessMarkets and Business Buyer Behavior

PART 3:DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX

7. CustomerValue—Driven Marketing Strategy: Creating Value for Target Customers

8. Products,Services, and Brands: Building Customer Value

9. DevelopingNew Products and Managing the Product Life Cycle

10. Pricing:Understanding and Capturing Customer Value

11. PricingStrategies: Additional Considerations

12. MarketingChannels: Delivering Customer Value

13. Retailingand Wholesaling

14. EngagingConsumers and Communicating Customer Value: Integrated Marketing CommunicationStrategy

15.Advertising and Public Relations

16. PersonalSelling and Sales Promotion

17. Direct,Online, Social Media, and Mobile Marketing

PART 4:EXTENDING MARKETING

18. CreatingCompetitive Advantage

19. TheGlobal Marketplace

20.Sustainable Marketing: Social Responsibility and Ethics

 Appendix 1:Marketing Plan

Appendix 2:Marketing by the Numbers

Appendix 3:Careers in Marketing