Principles of Marketing, 13/e

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