Ebook Principles of Marketing 7e by Kotler, Armstrong, Adam, Denize, Volkov


Principles of Marketing
7th Edition
Author(s) : Gary Armstrong • Stewart Adam • Sara Denize • Michael Volkov • Philip Kotler
Copyright © 2018
Publisher : Pe*rson Educ*tion Australia
PDF 13.51 MB

Table of contents
Part 1 Defining marketing and the marketing process 1
1 Marketing: Creating and capturing customer value 2
2 Company and marketing strategy: Partnering to build customer engagement,
value and relationships 36
Part 2 Understanding the marketplace and consumers 65
3 The marketplace and customers: Analysing the environment 66
4 Marketing analytics: Gaining customer insights 96
5 Buyer behaviour: Understanding consumer and business buyers 130
Part 3 Designing a customer-driven strategy and mix 167
6 Customer-driven marketing strategy: Creating value for target customers 168
7 Products, services and brands: Offering customer value 198
8 New products: Developing and managing innovation 230
9 Pricing: Capturing customer value 256
10 Placement: Customer value fulfilment 290
11 Communicating customer value: Advertising and public relations 340
12 Personal selling and sales promotion: Creating value in relationships 374
13 Direct and digital marketing: Interactivity and fulfilment 404
Part 4 Extending marketing 439
14 Sustainable marketing: Social responsibility, ethics and legal compliance 440

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