Table of Content

Part 1 Defining Marketing and the Marketing Process
1 Marketing: Creating and Capturing Customer Value
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: Additional Considerations
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
Appendix 3 Careers in Marketing

In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for market ers to develop meaningful connections with their customers. Principles of Marketing, 15/e, helps students master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. 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.