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Principles Of Marketing | Philip Kotler Gary Armstrong - PEARSON

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  • ISBN:9789352865611

  • ISBN:9352865618

  • Pages:728

  • Imprint:Pearson Education

  • Binding:Paperback


Principles of Marketing helps students master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Presenting fundamental marketing information within an innovative customer-value framework, the program helps students understand how to create value and gain loyal customers. The seventeenth edition has been thoroughly revised to reflect the major trends and forces impacting marketing in this era of customer value and high-tech customer relationships. Emphasizing the great role that technology plays in contemporary marketing, it's packed with new stories and examples illustrating how companies employ technology to gain competitive advantage-from traditional marketing all-stars such as P&G and McDonald's to new-age digital competitors such as Apple and Google.

About The Author

Philip Kotler is S. C. Johnson and Son Distinguished Professor of International Marketing at the Kellogg School of Management, North-western 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 Marketing Management (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 journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing.
Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds undergraduate and master's degrees in business from Wayne State University in Detroit and he received his PhD in marketing from North-western University. Dr. Armstrong has contributed numerous articles to leading business journals. As a consultant and researcher, he has worked with many companies on marketing research, sales management and marketing strategy.


Table of Content

Part 1 Defining Marketing and the Marketing Process
1 Marketing: Creating Customer Value and Engagement
2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
Part 2 Understanding the Marketplace and Consumer Value
3 Analyzing the Marketing Environment
4 Managing Marketing Information to Gain Customer Insights
5 Consumer Markets and Buyer Behavior
6 Business Markets and Business Buyer Behavior
Part 3 Designing a Customer Value-Driven Strategy and Mix
7 Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
8 Products, Services, and Brands: Building Customer Value
9 Developing New Products and Managing the Product Life Cycle
10 Pricing: Understanding and Capturing Customer Value
11 Pricing Strategies: Additional Considerations
12 Marketing Channels: Delivering Customer Value
13 Retailing and Wholesaling
14 Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy
15 Advertising and Public Relations
16 Personal Selling and Sales Promotion
17 Direct, Online, Social Media, and Mobile Marketing
Part 4 Extending Marketing
18 Creating Competitive Advantage
19 The Global Marketplace
20 Sustainable Marketing: Social Responsibility and Ethics

Salient Features

1. The seventeenth edition adds fresh coverage in both traditional marketing areas and on fast-changing and trending topics such as customer engagement marketing, mobile and social media, IoT, Big data etc.
2. This new edition continues to build on its customer engagement framework—creating direct and continuous customer involvement in shaping brands, brand conversations, brand experiences, and brand community.
3. New coverage and fresh examples throughout the text address the latest customer engagement tools, practices, and developments.
4. New Marketing and the Economy features at the end of each chapter provide contemporary examples for discussion and learning.
5. The seventeenth edition continues to track fast-changing developments in marketing communications and the creation of marketing content and also provides new discussions and examples of the growth in global marketing.
6. This new edition provides 18 new end-of-chapter company cases by which students can apply what they learn to actual company situations.
7. New and updated real-world marketing examples show concepts in action, and bring key course concepts to life.


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