Philip Koter, Northwesten Universuty
Gray Armstrong, University of North Carolina
ISBN 10: 0137006691
ISBN 13: 9780137006694
744p ©2010 paper
Basic Approach
For undergraduate Principles of Marketing courses.
The title is a Pearson Global Edition . The Editorial team at Pearson has worked closely with educators around the
world to include content which is especially relevant to students outside the United States.
Today’s marketing challenge is creating vibrant , interactive communities of consumers who make products and
brands a part of their daily lives. Learn how to create value and gain loyal customers.
Kotler/Armstrong is a comprehensive, classic principles text organized around an innovative customer value
framework . Students learn how to create customer value , target the correct market ,and build customer
relationships. The changing nature of consumer expectations means that marketers must learn how to build
communities in addition to brand loyalty.
The thirteenth edition of Kotler/ Armstrong has been fully updated and redesigned to make the book easier to use.
Chapters also now contain opening vignettes and accompanying outlines to help students study.
Table of Contents
PART 1-DEFINING MARKETING AND THE MARKETING PROCESS
1. Marketing: Creating and Capturing Customer value
2. Company and Marketing Strategy : Partnering to Build Customer Relationship
PART 2-UNDERSTANDING TFE MARKETPLACE AND CONSUMER
3. The Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Consumer Marketing and Consumer Buyer Behavior
6. Business Markets and Business Buyer Behavior
PART 3-DESIGNING A CUSTOMER DRIVEN MARKETING STRATEGY AND MARKETING MIX
7. Customer Driven Marketing Strategy : Creative Value for Target Cuetomers
8. Product , Services , and Brands : Building Customer Value
9. New Product Development and Lifecycle Strategies
10. Pricing : Understanding and Capturing Customer Value
11. Pricing Strategies
12. Marketing Channels : Delivering Customer Value
13. Retailing and Wholesaling
14. Communicating Customer Value : Integrated Marketing Communication Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct and Online Marketing : Building Direct Customer Relationships
PART 4-EXTENDING MARKETING
18. Creating Competitive Advantage
19. The Global Marketplace
20. Marketing Ethics and Social Responsibility
APPENDIXES
1. Marketing Plan
2. Marketing by the number
3. Careers in Marketing