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Title, Principles of Marketing. Author, Philip Kotler. Publisher, Pearson Education, ISBN, , Length, pages. Kotler/Armstrong is a comprehensive, classic principles text organized around an innovative customer-value framework. 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. Suitable for undergraduate Principles of Marketing courses, this classic textbook has provided many generations of marketing students with an exceptional.
Communicating customer value: Integrated marketing strategy Advertising and PR Personal Selling and Sales promotions Direct and Online Marketing: Building direct customer relationships Creating competitive advantage The global marketplace Sustainable Marketing: Social responsibility and ethics This makes the book easy to read and guide through when you just want to check on something you have forgotten. If you are not sure what a particular chapter is about or just to check if the content could be relevant to your problem, you can go through the chapter preview which summarizes concepts you will find in it and links it with previous content from the book. Furthermore, another great thing about it is that after every chapter there is a summary of all the major objectives and key terms you went through. The most modern marketing techniques are introduced and discussed accompanied by stories and examples. Additionaly, there is an Online and Direct marketing chapter, where you can learn how to build customer relationships using tools like : social media, emails, telephone and kiosk marketing, mobile marketing, etc.
Third, he has broadened the concept of marketing from more selling to a more general process of communication and exchange, and has shown how marketing can be extended and applied to charities, arts organizations, political parties and many other non-commercial situations.
He held that marketing can be applied not only to products, services, and experiences, but also to causes, ideas, persons, and places. Thus a museum needs the marketing skills of Product, Price, Place, and Promotion the 4P's if it is to be successful in attracting visitors, donors, staff members, and public support. Kotler and Gerald Zaltman created the field of social marketing , which applies marketing theory to influence behavior change that would benefit consumers, their peers, and society as a whole.
Thus, when water is in short supply , the government needs to persuade various water consumers to reduce water usage so that enough water will be available for essential uses. It described theory and practice, and drew on findings from empirical studies and cases. On December 9, , the Financial Times cited Marketing Management as one of the 50 greatest business books of all time.
Kotler was invited to be the first Legend in Marketing. His published articles are presented, analyzed, and commented on in the nine-volume Legends in Marketing Series: Philip Kotler, edited by Professor Jagdish Sheth.
In , he became an advisor to The Marketing Journal , an online site dedicated to sharing insights and next practices in marketing. In , Kotler published his autobiography - My Adventures in Marketing , an account of his experiences from his formative years to the present, including his views on topics such as demarketing, brand activism, marketing of the arts, place marketing, as well as the challenges facing capitalism and democracy.
Honorable distinctions[ edit ] In , Kotler was the first person to receive the "Leader in Marketing Thought" award  voted on by the academic members of the American Marketing Association. Kotler's contributions are described in at least one chapter found in every book written about the " gurus " of business and management see References below.
Wilkie "Marketing for a Better World" award from the American Marketing Association to "honor marketers who have significantly contributed to the understanding and appreciation for marketing's potential to improve the world. On November 19, , Kotler was inducted into the Management Hall of Fame, along with 10 other management gurus see www.
On March 1, , Kotler is number 16 in the list of the 30 World's Top Management Professionals and the only marketer. Kotler Stamp issued by Indonesia. Kotler is also the founder of the World Marketing Summit , whose annual international conferences are dedicated to finding ways to improve marketing, human conditions and the quality of life.
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Bestselling Series. Harry Potter. Popular Features. New Releases. Principles of Marketing, Global Edition. Notify me. Description Help students learn how to create customer value 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 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, this edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.
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Also available with MyMarketingLab This title is also available with MyMarketingLab-an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results.
Hands-on activities and exercises enable students to better understand and master course concepts, and the skills required to be successful marketers today. Please note that the product you are downloading does not include MyMarketingLab.
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Table of contents Part 1. Defining Marketing and the Marketing Process 1. Creating Customer Value and Engagement 2. Company and Marketing Strategy: Understanding the Marketplace and Customer Value 3.