Book: Principles of Marketing 14|E

Image Source: Pearson 

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Principles of Marketing 14|E

PHILIP Kotler | Northwestern University

GARY Armstrong | University of North Carolina

ISBN 10: 0-13-216712-3

ISBN 13: 978-0-13-216712-3

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Part 1: Defining Marketing and the Marketing Process

1 Marketing: Creating and Capturing Customer Value [ 1.1 | 1.2 | 1.3 | 1.4 | 1.5 | 1.6 ]
2 Company and Marketing Strategy: Partnering to Build Customer Relationships

Part 2: Understanding the Marketplace and Consumers

3 Analyzing the Marketing Environment
4 Managing Marketing Information to Gain Customer Insights
5 Consumer Markets and Consumer Buyer Behavior
6 Business Markets and Business Buyer Behavior

Part 3: Designing a Customer-Driven Strategy and Mix

7 Customer-Driven Marketing Strategy: Creating Value for Target Customers
8 Products, Services, and Brands: Building Customer Value
9 New Product Development and Product Life-Cycle Strategies
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