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Principles of Marketing (2-downloads) (14th Edition) - Philip Kotler & Gary Armstrong
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Principles of Marketing (2-downloads) (14th Edition)
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Preface
Part 1: Defining Marketing and the Marketing Process
Part 2: Understanding the Marketplace and Consumers
Part 3: Designing a Customer-Driven Strategy and Mix
10 Pricing: Understanding and Capturing Customer Value
11 Pricing Strategies
12 Marketing Channels: Delivering Customer Value
13 Retailing and Wholesaling
14 Communicating Customer Value: Integrated Marketing Communications Strategy
15 Advertising and Public Relations
16 Personal Selling and Sales Promotion
17 Direct and Online Marketing: Building Direct Customer Relationships
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
References
Glossary
Credits
Index
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