Principles of Marketing – Philip Kotler, Gary Armstrong – 14th Edition

Preface xvi
Part 1: Defining Marketing and the Marketing Process 2
1 Marketing: Creating and Capturing Customer Value 2
2 Company and Marketing Strategy: Partnering to Build Customer Relationships 36

Part 2: Understanding the Marketplace and Consumers 64
3 Analyzing the Marketing Environment 64
4 Managing Marketing Information to Gain Customer Insights 96
5 Consumer Markets and Consumer Buyer Behavior 132

Part 3: Designing a Customer-Driven Strategy and Mix 188
7 Customer-Driven Marketing Strategy: Creating Value for Target Customers 188
8 Products, Services, and Brands: Building Customer Value 222
9 New Product Development and Product Life-Cycle Strategies 258
10 Pricing: Understanding and Capturing Customer Value 288
11 Pricing Strategies 312
12 Marketing Channels: Delivering Customer Value 338
13 Retailing and Wholesaling 372
14 Communicating Customer Value: Integrated Marketing Communications Strategy 406
15 Advertising and Public Relations 434
16 Personal Selling and Sales Promotion 462
17 Direct and Online Marketing: Building Direct Customer Relationships 494
Part 4: Extending Marketing 526
18 Creating Competitive Advantage 526
19 The Global Marketplace 550
20 Sustainable Marketing: Social Responsibility and Ethics 580
Appendix 1 Marketing Plan A1
Appendix 2 Marketing by the Numbers A11
References R1
Glossary G1
Credits C1
Index I1