Philip Kotler,Principles of Marketing,Northwestern University
Textbok
Philip Kotler, Gary Armstrong, Sridhar Balasubramanian - Principles of Marketing (19th Edition)  (2023)


Description:
Part 1
Defining Marketing and the Marketing Process 2412
Marketing: Creating Customer Value and Engagement 24
Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships 58
Part 2
Understanding the Marketplace and Consumer Value863
Analyzing the Marketing Environment 864
Managing Marketing Information to Gain Customer Insights1205
Consumer Markets and Buyer Behavior 1606
Business Markets and Business Buyer Behavior 192
Part 3
Designing a Customer Value-Driven Strategy and Mix 21478
Customer Value-Driven Marketing Strategy: Creating Value for Target Customers 214
Products, Services, and Brands: Building Customer Value 2469
Developing New Products and Managing the Product Life Cycle 28210
Pricing: Understanding and Capturing Customer Value 31012
Pricing Strategies: Advanced Topics 334
Marketing Channels: Delivering Customer Value 36213
Retailing and Wholesaling 39814
Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy 43415
Advertising and Public Relations 45816
Personal Selling and Sales Promotion 48417
Digital Marketing 514
Part 4
Extending Marketing 54818
Creating Competitive Advantage 54819
The Global Marketplace 57220
Sustainable Marketing: Social Responsibility and Ethics 604