Master the key marketing challenges and see how you can develop meaningful connections with your customers. Principles of Marketing, global edition, 19th edition by Kotler and Armstrong shows you how to create vibrant, interactive communities of consumers in today's fast-changing, increasingly digital and social marketplace. Ideal for students who study marketing courses, this textbook offers a comprehensive overview of the fundamental principles of marketing within an innovative customer-value framework, providing you with the knowledge and resources to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. This latest edition has been revised and enhanced to reflect the major trends impacting contemporary marketing, packed with stories illustrating how companies are using new digital technologies to maximise customer engagement and shape brand conversations, experiences and communities. Key features include: Both traditional and fast-changing trending topics that give you a well-rounded knowledge of marketing concepts, technologies and practices.End-of-Chapter Reviews, Discussion Questions, and Critical-Thinking Exercises that allow you to practice what you have learned.A sample marketing plan showing you how to apply important marketing planning concepts.End-of-chapter Company Cases that facilitate discussion of current issues and application of marketing concepts to company situations. Also available with MyLab®Marketing MyLab is the teaching and learning platform that empowers you to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLabMarketing personalises the learning experience and improves results for each student. If you would like to purchase both the physical text and MyLab®Marketing, search for: 9781292449272 Principles of Marketing, Global Edition, 19th edition plus MyLab®Marketing with Pearson eText. Package consists of: 9781292449364 Principles of Marketing, Global Edition, 19th edition9781292449371 Principles of Marketing, Global Edition, 19th edition MyLab®Marketing9781292449388 Principles of Marketing, Global Edition, 19th edition MyLab®Marketing with Pearson eText MyLab®Marketing is not included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information. This 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.
Les mer
Encourage your students' learning of the major trends impacting contemporary marketing in a fast-changing, digital marketplace. Principles of Marketing, 19th edition has been extensively revised to present the fundamentals of marketing within an innovative customer-value framework. Reach every student with the MyLab & Revel editions for this text.
Les mer
PART 1: Defining Marketing and the Marketing Process Marketing: Creating Customer Value and EngagementCompany and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships PART 2: Understanding the Marketplace and Consumer Value Analyzing the Marketing EnvironmentManaging Marketing Information to Gain Customer InsightsConsumer Markets and Buyer BehaviorBusiness Markets and Business Buyer Behavior PART 3: Designing a Customer Value-Driven Strategy and Mix Customer Value-Driven Marketing Strategy: Creating Value for Target CustomersProducts, Services, and Brands: Building Customer ValueDeveloping New Products and Managing the Product Life CyclePricing: Understanding and Capturing Customer ValuePricing Strategies: Additional ConsiderationsMarketing Channels: Delivering Customer ValueRetailing and WholesalingEngaging Consumers and Communicating Customer Value: Integrated Marketing Communications StrategyAdvertising and Public RelationsPersonal Selling and Sales PromotionDigital Marketing PART 4: Extending Marketing Creating Competitive AdvantageThe Global MarketplaceSustainable Marketing: Social Responsibility and Ethics Appendices Marketing PlanMarketing by the NumbersCareers In Marketing
Les mer
Hallmark features of this title A series of features that guarantee to keep your students engaged. A 5-step customer engagement framework explores how marketing creates customer value, covering brand conversations, experiences, advocacy and community.A sample marketing plan shows students how to apply important marketing planning concepts.Traditional AND fast-changing, trending topics give your students a well-rounded knowledge of marketing concepts, technologies and practices.Real Marketing highlights give fresh insight into real marketing practices from Amazon, LinkedIn, Apple and Walmart.Chapter Openers preview chapter contents and learning objectives, and include engaging stories to spark student interest.End-of-Chapter Reviews, Discussion Questions and Critical-Thinking Exercises allow your students practice what they have learned.
Les mer
New and updated features of this title Allows your students to expand their knowledge according to the most recent advancements in the field. New content coverage reflects how companies are dealing with recent major disruptions in the marketing environment. This includes the effects of large economic swings, extreme environmental patterns, social and political turmoil, and COVID-19.New and updated content explores explosive new developments in marketing technologies. Content includes digital, online, mobile, and social media engagement technologies (Chs. 1, 4, 15, 17), AI (Chs. 1, 3, 4, 17) and “big data,” new marketing analytics, the internet of things, shift to omni-channel and digital marketing (Chs. 13, 17) and marketing in the metaverse (Chs. 7, 17).Significantly restructured material on global and sustainable marketing examines new organising frameworks, concepts and examples (Chs. 19, 20). Company cases and examples demonstrate highlights and applications. 20 new end-of-chapter Company Cases facilitate discussion of current issues and application of marketing concepts to company situations.Fresh content now represents diversity, equity, and inclusion in topics, examples and illustrations, so students see how marketers are applying these values in their strategies and actions.New brand stories, highlights, and in-text examples illustrate recent real-world brand strategies and contemporary marketing issues.
Les mer

Produktdetaljer

ISBN
9781292449364
Publisert
2023-04-26
Utgave
19. utgave
Utgiver
Vendor
Pearson Education Limited
Vekt
1627 gr
Høyde
230 mm
Bredde
215 mm
Dybde
30 mm
Aldersnivå
U, 05
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
768

Biographical note

About Our Authors

As a team, Philip Kotler, Gary Armstrong and Sridhar Balasubramanian provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Kotler is one of the world's leading authors in marketing. Professors Armstrong and Balasubramanian are award-winning teachers and researchers. Together, they make the complex world of marketing practical, approachable, and enjoyable.

Philip Kotler is a Professor Emeritus of Marketing at the Kellogg School of Management, Northwestern University. He received his master's degree at the University of Chicago and his Ph.D at M.I.T., both in Economics.

He has authored more than 60 books and published more than 150 articles in leading journals. He has also been a consultant to major US and foreign companies, including IBM, General Electric, and Michelin, and has served as a member of many advisory boards. He has travelled and lectured extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities.

In a recent Financial Times poll of 1,000 senior executives across the world, Professor Kotler was ranked 4th in the “most influential business writer/guru” of the 21st century. He is considered by many to be the “father of modern marketing.”

Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds Undergraduate and Master's degrees in Business from Wayne State University in Detroit and received his Ph.D in marketing from Northwestern University.

Through the years, Professor Armstrong has worked closely with business student groups and has received several UNC campuswide and Business School teaching awards. He is the only repeat recipient of the school's highly regarded Award for Excellence in Undergraduate Teaching, (three times). Most recently, Professor Armstrong received the UNC Board of Governors Award for Excellence in Teaching.

Dr Armstrong has contributed numerous articles to leading business journals. As a consultant and researcher, he has worked with many companies on marketing research, sales management, and marketing strategy.

Sridhar Balasubramanian is the Roy & Alice H. Richards Bicentennial Distinguished Scholar, Professor of Marketing, and Marketing Concentration Chair at the University of North Carolina at Chapel Hill's Kenan-Flagler Business School.

He holds a Bachelor of Technology (Honours) degree from the Indian Institute of Technology (Kharagpur), an MBA from the Indian Institute of Management (Bangalore) and MA, M.Phil and Ph.D degrees from Yale University. Leading business education publication Poets&Quants ranked him 1 of the “Top 50 Business Professors” in the world.

His research and teaching interests are in the areas of market strategy and technology strategy, innovation and growth strategy, customer focus, globalisation and sustainability, and managing competition. He also specialises in bringing tools and concepts related to innovation, market focus and customer focus into other functional areas, including the management of human resources. He has published pioneering, award-winning research on the impact of the internet, other technology-intensive channels, and social media on marketing. His research has been cited more than 11,750 times on Google Scholar.