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Principles of Marketing (17th Edition) – Kotler/Armstrong

Download Principles of Marketing (17th Edition) – Kotler/Armstrong written by Philip T. Kotler, Gary Armstrong in PDF format. This book is under the category Marketing and bearing the isbn/isbn13 number 1292220171; 013449251X; 0134461525; 0134461428/9781292220178/ 9780134492513/ 9780134461526/ 9780134461427. You may reffer the table below for additional details of the book.

$19.99

Specifications

book-author

Philip T. Kotler, Gary Armstrong

publisher

Pearson; 17th edition

file-type

PDF

pages

736 pages

language

English

asin

B073R6T7XH

isbn10

1292220171; 013449251X; 0134461525; 0134461428

isbn13

9781292220178/ 9780134492513/ 9780134461526/ 9780134461427


Book Description

Assist all college students to discover ways to create worth by means of buyer connections and engagement

In an more and more; quick-altering digital and social market; it’s extra essential than ever for entrepreneurs to develop vital connections with their clients. 

Kotler & Armstrong’s Principles of Marketing; 17th edition; (PDF) helps advertising and marketing college students perceive immediately’s key advertising and marketing problem: to create interactive; vibrant communities of shoppers who make manufacturers and merchandise an essential half of their day by day lives. To assist faculty college students perceive how you can create worth and construct buyer relationships; Armstrong and Kotler current basic advertising and marketing data inside a sophisticated buyer-worth framework.

Thoroughly reviewed to replicate the main tendencies affecting modern advertising and marketing; the newest seventeenth Edition is full of tales exhibiting how corporations use new digital applied sciences to take advantage of of buyer engagement and kind model conversations; experiences; and communities.

P.S. Contact us if you’d like Principles of Marketing seventeenth edition; check financial institution; or different teacher assets

NOTE: The product solely consists of the ebook; Principles of Marketing 17e in PDF. No access codes are included.

book-author

Philip T. Kotler, Gary Armstrong

publisher

Pearson; 17th edition

file-type

PDF

pages

736 pages

language

English

asin

B073R6T7XH

isbn10

1292220171; 013449251X; 0134461525; 0134461428

isbn13

9781292220178/ 9780134492513/ 9780134461526/ 9780134461427

Table of contents


Table of contents :
Cover……Page 1
Title Page……Page 4
Copyright……Page 5
Dedication……Page 6
About the Authors……Page 8
Brief Contents……Page 10
Contents……Page 12
Preface……Page 18
Acknowledgments……Page 24
Chapter 1 Marketing: Creating Customer Value and Engagement……Page 27
What Is Marketing?……Page 29
The Marketing Process……Page 30
Customer Needs, Wants, and Demands……Page 31
Customer Value and Satisfaction……Page 32
Markets……Page 34
Customer Value–Driven Marketing Strategy……Page 35
Engaging Customers and Managing Customer Relationships……Page 39
Capturing Value from Customers……Page 45
The Digital Age: Online, Mobile, and Social Media Marketing……Page 47
The Changing Economic Environment……Page 51
The Growth of Not-for-Profit Marketing……Page 52
Rapid Globalization……Page 53
So, What Is Marketing? Pulling It All Together……Page 54
Objectives review……Page 56
Key terms……Page 57
Online, Mobile, and Social Media Marketing: The ALS Ice Bucket Challenge……Page 58
Video Case……Page 59
Company Case: Argos: Creating Customer Value amid Change and Turbulence: Eskimo Joe’s……Page 60
Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships……Page 63
Defining a Market-Oriented Mission……Page 65
Designing the Business Portfolio……Page 67
The Boston Consulting Group Approach……Page 68
Developing Strategies for Growth and Downsizing……Page 71
Partnering with Other Company Departments……Page 73
Partnering with Others in the Marketing System……Page 74
Customer Value–Driven Marketing Strategy……Page 75
Developing an Integrated Marketing Mix……Page 78
Managing the Marketing Effort……Page 80
Measuring and Managing Marketing Return on Investment……Page 84
Objectives Review……Page 85
Key terms……Page 86
Online, Mobile, and Social Media Marketing: Facebook: Making the World More Open and Connected……Page 87
Video Case: Konica……Page 88
Company Case: Facebook: Making the World More Open and Connected……Page 89
Chapter 3 Analyzing the Marketing Environment……Page 91
The Microenvironment……Page 93
The Demographic Environment……Page 97
The Economic Environment……Page 104
The Natural Environment……Page 105
The Technological Environment……Page 107
The Political and Social Environment……Page 109
The Cultural Environment……Page 112
Responding to the Marketing Environment……Page 115
Key terms……Page 118
Marketing ethics: Your Insurance Renewal Notice Could Be a Trap……Page 119
Company Case: Fitbit: Riding the Fitness Wave to Glory……Page 120
Chapter 4 Managing Marketing Information: To Gain Customer Insights……Page 123
Marketing Information and Customer Insights……Page 125
Managing Marketing Information……Page 126
Developing Marketing Information……Page 127
Defining the Problem and Research Objectives……Page 131
Developing the Research Plan……Page 132
Gathering Secondary Data……Page 133
Primary Data Collection……Page 134
Analyzing and Using Marketing Information……Page 141
Big Data and Marketing Analytics……Page 142
Marketing Research in Small Businesses and Nonprofit Organizations……Page 145
International Marketing Research……Page 146
Public Policy and Ethics in Marketing Research……Page 148
Objectives review……Page 150
Discussion Questions……Page 151
Marketing by the Numbers: What’s Your Sample?……Page 152
Company Case: Campbell Soup Company: Watching What You Eat……Page 153
Chapter 6 Consumer Markets and Buyer Behavior……Page 157
Model of Consumer Behavior……Page 159
Cultural Factors……Page 160
Social Factors……Page 163
Personal Factors……Page 168
Psychological Factors……Page 170
Types of Buying Decision Behavior……Page 175
The Buyer Decision Process……Page 176
Stages in the Adoption Process……Page 179
Influence of Product Characteristics on Rate of Adoption……Page 180
Objectives review……Page 181
Key Terms……Page 182
Online, Mobile, and Social Media Marketing: Blogvertorials……Page 183
Video Case: IMG Worldwide……Page 184
Company Case: GoldieBlox: Swimming Upstream against Consumer Perceptions……Page 185
Business Markets……Page 189
Types of Decisions and the Decision Process……Page 190
Business Buyer Behavior……Page 191
Major Types of Buying Situations……Page 192
Major Influences on Business Buyers……Page 193
Problem Recognition……Page 196
Proposal Solicitation……Page 197
E-procurement and Online Purchasing……Page 198
Business-to-Business Digital and Social Media Marketing……Page 199
Institutional Markets……Page 200
Government Markets……Page 202
Objectives review……Page 204
Discussion Questions……Page 205
Marketing ethics: Innocent: Proven Guilty?……Page 206
Company Case: Procter & Gamble: Treating Business Customers as Strategic Partners……Page 207
Chapter 7 Customer Value–DrivenMarketing Strategy: Creating Value for Target Customers……Page 211
Marketing Strategy……Page 213
Segmenting Consumer Markets……Page 214
Segmenting Business Markets……Page 220
Segmenting International Markets……Page 221
Evaluating Market Segments……Page 222
Selecting Target Market Segments……Page 223
Differentiation and Positioning……Page 229
Positioning Maps……Page 230
Choosing a Differentiation and Positioning Strategy……Page 231
Communicating and Delivering the Chosen Position……Page 236
Objectives review……Page 237
Discussion Questions……Page 238
Marketing by the Numbers: USAA……Page 239
Company Case: Virgin America: Flight Service for the Tech Savvy……Page 240
Chapter 8 Products, Services, and Brands: Building Customer Value……Page 243
Products, Services, and Experiences……Page 245
Levels of Product and Services……Page 246
Product and Service Classifications……Page 247
Individual Product and Service Decisions……Page 250
Product Mix Decisions……Page 257
The Nature and Characteristics of a Service……Page 259
The Service Profit Chain……Page 260
Brand Equity and Brand Value……Page 265
Building Strong Brands……Page 266
Objectives Review……Page 273
Key Terms……Page 274
Marketing Ethics: Cutthroat Prices……Page 275
Company Case: Airbnb: Making Hospitality Authentic……Page 276
Chapter 9 Developing New Productsand Managing the Product Life Cycle……Page 279
New Product Development Strategy……Page 281
Idea Generation……Page 282
Concept Development and Testing……Page 284
Marketing Strategy Development……Page 285
Business Analysis……Page 286
Test Marketing……Page 287
Managing New Product Development……Page 288
Product Life-Cycle Strategies……Page 290
Growth Stage……Page 295
Maturity Stage……Page 296
Decline Stage……Page 297
Product Decisions and Social Responsibility……Page 298
International Product and Services Marketing……Page 299
Objectives review……Page 300
Discussion Questions……Page 301
Marketing ethics: The Sustainable Tourist?……Page 302
Company Case: Bose: Better Products through Research……Page 303
Chapter 10 Understanding and Capturing Customer Value……Page 307
What Is a Price?……Page 309
Customer Value–Based Pricing……Page 310
Cost-Based Pricing……Page 314
Other Internal and External Considerations Affecting Price Decisions……Page 318
Overall Marketing Strategy, Objectives, and Mix……Page 319
The Market and Demand……Page 322
Other External Factors……Page 324
Objectives review……Page 325
Online, Mobile, and Social Media Marketing: Sold Out……Page 326
Marketing by the Numbers: Pricey Sheets……Page 327
Company Case: MSC Cruises: From One Second-Hand Shipto a Major World Player……Page 328
Chapter 11 Pricing Strategies::Additional Considerations……Page 331
Market-Skimming Pricing……Page 333
Product Mix Pricing Strategies……Page 334
Captive-Product Pricing……Page 335
Discount and Allowance Pricing……Page 336
Segmented Pricing……Page 337
Psychological Pricing……Page 338
Promotional Pricing……Page 339
Geographical Pricing……Page 340
Dynamic and Online Pricing……Page 341
International Pricing……Page 343
Initiating Price Changes……Page 345
Responding to Price Changes……Page 346
Public Policy and Pricing……Page 347
Pricing across Channel Levels……Page 350
Objectives Review……Page 351
Discussion Questions……Page 352
Marketing by the Numbers: Louis Vuitton Price Increase……Page 353
Company Case: Lululemon: Indulging Customers at a Premium Price……Page 354
Chapter 12 Marketing Channels:Delivering Customer Value……Page 357
Supply Chains and the Value Delivery Network……Page 359
The Nature and Importance of Marketing Channels……Page 360
Channel Behavior……Page 363
Vertical Marketing Systems……Page 364
Multichannel Distribution Systems……Page 366
Changing Channel Organization……Page 367
Channel Design Decisions……Page 369
Setting Channel Objectives……Page 370
Identifying Major Alternatives……Page 371
Designing International Distribution Channels……Page 372
Selecting Channel Members……Page 373
Managing and Motivating Channel Members……Page 374
Public Policy and Distribution Decisions……Page 376
Nature and Importance of Marketing Logistics……Page 377
Sustainable Supply Chains……Page 378
Major Logistics Functions……Page 379
Integrated Logistics Management……Page 382
Objectives Review……Page 384
Key Terms……Page 385
Online, Mobile, and Social Media Marketing: Fabletics Changing Channels……Page 386
Video Case: Progressive……Page 387
Company Case: Apple Pay: Taking Mobile Payments Mainstream……Page 388
Chapter 13 Retailing and Wholesaling……Page 391
Retailing: Connecting Brands with Consumers……Page 393
Types of Retailers……Page 394
Segmentation, Targeting, Differentiation, and Positioning Decisions……Page 401
Product Assortment and Services Decision……Page 402
Promotion Decision……Page 404
Place Decision……Page 405
Tighter Consumer Spending……Page 406
The Rise of Megaretailers……Page 407
The Need for Omni-Channel Retailing……Page 408
Growing Importance of Retail Technology……Page 410
Green Retailing……Page 411
Wholesaling……Page 412
Types of Wholesalers……Page 413
Trends in Wholesaling……Page 417
Objectives Review……Page 418
Online, Mobile, and Social Media Marketing: Skipping the Checkout Line……Page 419
Video Case: Kmart……Page 420
Company Case: Bass Pro Shops: Creating Nature’s Theme Park for PeopleWho Hate to Shop……Page 421
Chapter 14 Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy……Page 423
The Promotion Mix……Page 425
The New Marketing Communications Model……Page 426
The Need for Integrated Marketing Communications……Page 428
A View of the Communication Process……Page 431
Steps in Developing Effective Marketing Communication……Page 433
Setting the Total Promotion Budget……Page 438
Shaping the Overall Promotion Mix……Page 440
Socially Responsible Marketing Communication……Page 442
Objectives Review……Page 445
Key Terms……Page 446
Online, Mobile, and Social Media Marketing: Spot the Difference……Page 447
Company Case: Volvo Trucks: Integrated Marketing Communications of Epic Proportions……Page 448
Chapter 15 Advertising and Public Relations……Page 451
Advertising……Page 453
Setting Advertising Objectives……Page 454
Setting the Advertising Budget……Page 457
Other Advertising Considerations……Page 469
Public Relations……Page 471
The Role and Impact of PR……Page 472
Major Public Relations Tools……Page 473
Key Terms……Page 474
Marketing Ethics: Lie To Me……Page 475
Company Case: Allstate: Bringing Mayhem to the Auto Insurance Advertising Wars……Page 476
Chapter 16 Personal Selling and Sales Promotion……Page 479
The Nature of Personal Selling……Page 481
The Role of the Sales Force……Page 482
Designing the Sales Force Strategy and Structure……Page 483
Recruiting and Selecting Salespeople……Page 486
Training Salespeople……Page 487
Compensating Salespeople……Page 488
Supervising and Motivating Salespeople……Page 489
Evaluating Salespeople and Sales Force Performance……Page 490
Social Selling: Online, Mobile, and Social Media Tools……Page 491
Steps in the Selling Process……Page 494
Personal Selling and Managing Customer Relationships……Page 496
The Rapid Growth of Sales Promotion……Page 497
Sales Promotion Objectives……Page 498
Major Sales Promotion Tools……Page 499
Developing the Sales Promotion Program……Page 503
Objectives Review……Page 504
Key Terms……Page 505
Online, Mobile, and Social Media Marketing: Snap It and Redeem It!……Page 506
Company Case: SunGard: Building Sustained Growth by Selling the SunGard Way……Page 507
17 Direct, Online, Social Media,and Mobile Marketing……Page 511
The New Direct Marketing Model……Page 513
Rapid Growth of Direct and Digital Marketing……Page 514
Forms of Direct and Digital Marketing……Page 515
Marketing, the Internet, and the Digital Age……Page 516
Online Marketing……Page 517
Social Media Marketing……Page 522
Mobile Marketing……Page 526
Direct-Mail Marketing……Page 529
Telemarketing……Page 530
Direct-Response Television Marketing……Page 531
Public Policy Issues in Direct and Digital Marketing……Page 532
Objectives Review……Page 535
Online, Mobile, and Social Media Marketing: On the Move……Page 537
Video Case: Nutrisystem……Page 538
Company Case: Alibaba: The World’s Largest E-tailer Is Not Amazon……Page 539
Chapter 18 Creating Competitive Advantage……Page 541
Identifying Competitors……Page 543
Assessing Competitors……Page 546
Selecting Competitors to Attack and Avoid……Page 548
Approaches to Marketing Strategy……Page 550
Basic Competitive Strategies……Page 551
Competitive Positions……Page 554
Market Leader Strategies……Page 555
Market Challenger Strategies……Page 558
Market Nicher Strategies……Page 559
Balancing Customer and Competitor Orientations……Page 560
Objectives Review……Page 561
Discussion Questions……Page 562
Marketing by the Numbers: Market Share……Page 563
Company Case: YouTube: Google’s Quest for Video Dominance……Page 564
Chapter 19 The Global Marketplace……Page 567
Global Marketing Today……Page 569
Elements of the Global Marketing Environment……Page 571
Deciding Which Markets to Enter……Page 579
Exporting……Page 581
Joint Venturing……Page 582
Direct Investment……Page 583
Deciding on the Global Marketing Program……Page 584
Product……Page 586
Promotion……Page 587
Price……Page 589
Distribution Channels……Page 590
Deciding on the Global Marketing Organization……Page 591
Key Terms……Page 592
Online, Mobile, and Social Media Marketing: China’s Great Firewall……Page 593
Company Case: L’Oréal: The United Nations of Beauty……Page 594
Chapter 20 Sustainable Marketing: Social Responsibility and Ethics……Page 597
Sustainable Marketing……Page 599
Marketing’s Impact on Individual Consumers……Page 601
Marketing’s Impact on Society as a Whole……Page 605
Marketing’s Impact on Other Businesses……Page 607
Consumerism……Page 608
Environmentalism……Page 609
Public Actions to Regulate Marketing……Page 613
Sustainable Marketing Principles……Page 614
Marketing Ethics……Page 618
Objectives Review……Page 621
Discussion Questions……Page 622
Marketing by the Numbers: The Cost of Sustainability……Page 623
Company Case: adidas: Athletic Apparel with Purpose……Page 624
Appendix 1: Marketing Plan……Page 628
Appendix 2: Marketing by the Numbers……Page 638
Appendix 3: Careers in Marketing……Page 656
Glossary……Page 668
References……Page 676
Index……Page 706

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