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Principles of marketing. [electronic resource].

By: Contributor(s): Publisher: Harlow, England : Pearson, [2021] 2021Edition: 18e / Philip Kotler, Gary Armstrong with Marc Oliver Opresnik; Global editionDescription: 1 online resource (1904 pages) : illustrations (colour)Content type:
  • text
  • still image
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781292341224 (ePub ebook) :
Subject(s): Additional physical formats: Print version :: No titleDDC classification:
  • 658.8 23
LOC classification:
  • HF5415 .K636 2021
Online resources:
Contents:
PART 1: DEFINING MARKETING AND THE MARKETING PROCESS -- 1. Marketing: Creating Customer Value and Engagement -- 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships -- PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE -- 3. Analyzing the Marketing Environment -- 4. Managing Marketing Information to Gain Customer Insights -- 5. Consumer Markets and Buyer Behavior -- 6. Business Markets and Business Buyer Behavior -- PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX -- 7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers -- 8. Products, Services, and Brands: Building Customer Value -- 9. Developing New Products and Managing the Product Life Cycle -- 10. Pricing: Understanding and Capturing Customer Value -- 11. Pricing Strategies: Additional Considerations -- 12. Marketing Channels: Delivering Customer Value -- 13. Retailing and Wholesaling -- 14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy -- 15. Advertising and Public Relations -- 16. Personal Selling and Sales Promotion -- 17. Direct, Online, Social Media, and Mobile Marketing -- PART 4: EXTENDING MARKETING -- 18. Creating Competitive Advantage -- 19. The Global Marketplace -- 20. Sustainable Marketing: Social Responsibility and Ethics -- Appendix 1: Marketing Plan -- Appendix 2: Marketing by the Numbers -- Appendix 3: Careers in Marketing
Summary: For principles of marketing courses that require a comprehensive text. Learn how to create value through customer connections and engagement In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 18th Edition is packed with stories illustrating how companies use new digital technologies to maximise customer engagement and shape brand conversations, experiences, and communities. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit TheeBooks products do not have an expiry date. You will continue to access yourdigitalebookproducts whilst you have yourBookshelf installed.
Holdings
Item type Home library Class number URL Status Date due Barcode
E-book Bolton NHS Library Link to resource Not for loan
E-book Bridgewater Community NHS Library Link to resource Not for loan
E-book East Cheshire NHS Library Link to resource Not for loan
E-book Greater Manchester Mental Health NHS Library Link to resource Not for loan
E-book Mid Cheshire NHS Library Link to resource Not for loan
E-book Pennine Care NHS Knowledge Service Link to resource Not for loan
E-book Stockport NHS Library Link to resource Not for loan
E-book Tameside and Glossop NHS Library Link to resource Not for loan

This edition also issued in print: 2021.

Previous edition issued in print: 2018.

Includes bibliographical references and index.

PART 1: DEFINING MARKETING AND THE MARKETING PROCESS -- 1. Marketing: Creating Customer Value and Engagement -- 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships -- PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE -- 3. Analyzing the Marketing Environment -- 4. Managing Marketing Information to Gain Customer Insights -- 5. Consumer Markets and Buyer Behavior -- 6. Business Markets and Business Buyer Behavior -- PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX -- 7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers -- 8. Products, Services, and Brands: Building Customer Value -- 9. Developing New Products and Managing the Product Life Cycle -- 10. Pricing: Understanding and Capturing Customer Value -- 11. Pricing Strategies: Additional Considerations -- 12. Marketing Channels: Delivering Customer Value -- 13. Retailing and Wholesaling -- 14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy -- 15. Advertising and Public Relations -- 16. Personal Selling and Sales Promotion -- 17. Direct, Online, Social Media, and Mobile Marketing -- PART 4: EXTENDING MARKETING -- 18. Creating Competitive Advantage -- 19. The Global Marketplace -- 20. Sustainable Marketing: Social Responsibility and Ethics -- Appendix 1: Marketing Plan -- Appendix 2: Marketing by the Numbers -- Appendix 3: Careers in Marketing

For principles of marketing courses that require a comprehensive text. Learn how to create value through customer connections and engagement In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 18th Edition is packed with stories illustrating how companies use new digital technologies to maximise customer engagement and shape brand conversations, experiences, and communities. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit TheeBooks products do not have an expiry date. You will continue to access yourdigitalebookproducts whilst you have yourBookshelf installed.

Description based on online resource; title from PDF title page (viewed on April 22, 2021).