{"product_id":"principles-of-marketing-9780134492513","title":"Principles of Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp style=\"margin:0px;\"\u003eAs a team, Philip Kotler and Gary Armstrong provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Kotler is one of the world's leading authorities on marketing. Professor Armstrong is an award-winning teacher of undergraduate business students. Together they make the complex world of marketing practical, approachable, and enjoyable. \u003c\/p\u003e \u003cp style=\"margin:0px;\"\u003e\u003cb\u003e \u003c\/b\u003e\u003c\/p\u003e \u003cp style=\"margin:0px;\"\u003e\u003cb\u003ePhilip Kotler\u003c\/b\u003e is S. C. Johnson \u0026amp; Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master's degree at the University of Chicago and his PhD at M.I.T., both in economics. Dr. Kotler is author of \u003ci\u003eMarketing Management\u003c\/i\u003e (Pearson), now in its 15th Edition and the most widely used marketing textbook in graduate schools of business worldwide. He has authored dozens of other successful books and has written more than 100 articles in leading journ\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003ePart 1: Defining Marketing and the Marketing Process \u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1. Marketing: Creating Customer Value and Engagement \u003c\/p\u003e \u003cp\u003e2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships \u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2: Understanding the Marketplace and Consumer Value\u003c\/b\u003e \u003c\/p\u003e \u003cp\u003e3. Analyzing the Marketing Environment \u003c\/p\u003e \u003cp\u003e4. Managing Marketing Information to Gain Customer Insights \u003c\/p\u003e \u003cp\u003e5. Consumer Markets and Buyer Behavior \u003c\/p\u003e \u003cp\u003e6. Business Markets and Business Buyer Behavior \u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3: Designing a Customer Value—Driven Strategy and Mix \u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e7. Customer Value—Driven Marketing Strategy: Creating Value for Target Customers \u003c\/p\u003e \u003cp\u003e8. Products, Services, and Brands: Building Customer Value \u003c\/p\u003e \u003cp\u003e9. Developing New Products and Managing the Product Life Cycle  \u003c\/p\u003e \u003cp\u003e10. Pricing: Understanding and Capturing Customer Value \u003c\/p\u003e \u003cp\u003e11. Pricing Strategies: Additional Considerations \u003c\/p\u003e \u003cp\u003e12. Marketing Channels: Delivering Customer Value \u003c\/p\u003e \u003cp\u003e13. Retailing and Wholesaling \u003c\/p\u003e \u003cp\u003e14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy \u003c\/p\u003e \u003cp\u003e15. Advertising and Public Relations \u003c\/p\u003e \u003cp\u003e16. Personal Selling and Sales Promotion \u003c\/p\u003e \u003cp\u003e17. Direct, Online, Social Media, and Mobile Marketing \u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 4: Extending Marketing\u003c\/b\u003e \u003c\/p\u003e \u003cp\u003e18. Creating Competitive Advantage \u003c\/p\u003e \u003cp\u003e19. The Global Marketplace \u003c\/p\u003e \u003cp\u003e20. Sustainable Marketing: Social Responsibility and Ethics \u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003eAppendix 1: Marketing Plan \u003c\/p\u003e \u003cp\u003eAppendix 2: Marketing by the Numbers \u003c\/p\u003e \u003cp\u003eAppendix 3: Careers in Marketing \u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e","brand":"Pearson Education","offers":[{"title":"Default Title","offer_id":51926078259543,"sku":"9780134492513","price":214.28,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780134492513.jpg?v=1760621982","url":"https:\/\/bookcurl.com\/products\/principles-of-marketing-9780134492513","provider":"Book Curl","version":"1.0","type":"link"}