Principles of Marketing, c2013, 14/e

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Table of Contents

Part One: Defining Marketing and the Marketing Process
Chapter 1: Marketing: Creating and Capturing Customer Value
Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships

Part Two: Understanding the Marketplace and Consumers
Chapter 3: Analyzing the Marketing Environment
Chapter 4: Managing Marketing Information to Gain Customer Insights
Chapter 5: Consumer Markets and Consumer Buyer Behavior
Chapter 6: Business Markets and Business Buyer Behavior

Part Three: Designing a Customer-Driven Strategy and Mix
Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 8: Products, Services, and Brands: Building Customer Value
Chapter 9: New Product Development and Product Life-Cycle Strategies
Chapter 10: Pricing: Understanding and Capturing Customer Value
Chapter 11: Price Strategies
Chapter 12: Marketing Channels: Delivering Customer Value
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

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

About the Author

As a team, Philip Kotler and Gary Armstrong provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Kotler is one of the world's leading authorities on marketing. Professor Armstrong is an award-winning teacher of undergraduate business students. Together, they make the complex world of marketing practical, approachable, and enjoyable.

  • ISBN: 978-0-273-77982-7
  • Author: Philip Kotler & Gary Armstrong
  • Cover: paperback
  • Edition: 14
  • Copyright: 2013
  • Publisher: Pearson Education Limited (Horizon Edition)
  • Pages: 636
  • Paper Stock: book paper


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