Principles of Marketing, 18/e (GE-Paperback)

Philip Kotler , Gary Armstrong

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This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. 

For principles of marketing courses that require a comprehensive text.

Learn how to create value through customer connections and engagement

In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing 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, the 18th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.

Pearson Pearson MyLab Marketing is not included. Students, if Pearson Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

Reach every student by pairing this text with Pearson Pearson MyLab Marketing

MyLab™ is the teaching and learning platform that empowers you to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student. 

 

Features


New coverage and fresh examples address the latest customer engagement tools, practices, and developments

·    UPDATED - A 5-step customer engagement framework ties together key concepts, and details how marketing creates customer value and captures value in return. The 18th edition continues to add to this framework and focuses on building direct and continuous customer involvement in shaping brands, brand conversations, brand experiences, brand advocacy, and brand community.

·    NEW and UPDATED - Material in both traditional marketing areas and on fast-changing and trending topics such as digital, mobile, and social media marketing; customer engagement marketing; big data, artificial intelligence, and new marketing analytics; and much more, keeps students informed.

 

Learner-focused features help students learn, link, and apply major concepts

·    NEW and REVISED - Chapter-opening Objective Outlines preview chapter contents and learning objectives; Chapter Previews show chapter concepts, link them with previous chapter concepts, and introduce the chapter-opening story; and Vignettes -- engaging, deeply developed, illustrated, and annotated marketing stories -- help introduce the chapter material and spark student interest.

·    NEW - In-text examples illustrate contemporary marketing practices and bring key course concepts to life. 

·    NEW and UPDATED - Each figure contains author comments that ease and enhance student learning by introducing and explaining major chapter sections and figures.

·    NEW and REVISED - Application Cases facilitate discussion of current issues and company situations in areas such as mobile and social marketing, ethics, and financial marketing analysis, while Company Cases (20 of which are new to the 18th edition) help students apply what they’ve learned to actual company and brand situations.

·    NEW and REVISED - End-of-chapter Objectives Reviews summarize major chapter concepts and link them to chapter objectives, Key Terms facilitate easy reference, and Discussion Questions and Critical-Thinking Exercises help students keep track of and apply what they’ve learned in the chapter.

 

Career-focused resources help students develop the skills today’s employers are looking for

·    NEW and UPDATED - Real Marketing highlights provide fresh insights into real marketing practices from all-stars like Fila, Huawei, TikTok, Waitrose, and Zara. 

·    Marketing Plan (Appendix 1) contains a detailed sample marketing plan that helps students apply important marketing planning concepts.

·    NEW and REVISED - Marketing by the Numbers (Appendix 2) provides students with a comprehensive intro to the marketing financial analysis that helps guide, assess, and support marketing decisions. An exercise at the end of each chapter lets students apply analytical and financial thinking to that chapter’s concepts and links the chapter to the Marketing by the Numbers appendix.

·    Careers in Marketing (Appendix 3) helps students explore marketing career paths and lays out a process for landing a marketing job that best matches their special skills and interests.

 

 

MyLab™ Marketing is not included. Students, if Pearson Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

 

·    Teach your course your way: Your course is unique. So whether you’d like to build your own assignments, teach multiple sections, or set prerequisites, MyLab gives you the flexibility to easily create your course to fit your needs.

o   Marketing Metrics Assignments let your students practice their marketing metrics and analytics skills, improving their understanding of the quantitative aspects of marketing.

·    Empower each learner: Each student learns at a different pace. Personalized learning pinpoints the precise areas where each student needs practice, giving all students the support they need -- when and where they need it -- to be successful.

o   The Study Plan gives students personalized recommendations, practice opportunities, and learning aids to help them stay on track.

o   Dynamic Study Modules use the latest developments in cognitive science and help students study chapter topics by adapting to their performance in real time.

·    Deliver trusted content: You deserve teaching materials that meet your own high standards for your course. That’s why we partner with highly respected authors to develop interactive content and course-specific resources that you can trust -- and that keep your students engaged. 

o   Pearson eText is a simple-to-use, personalized reading experience available within MyLab. Students can use their computer or the mobile app to easily highlight and take notes all in one place -- even when offline. 

o   Choose from a variety of engaging Videos that explore multiple business topics related to the theory students are learning in class. Exercise Quizzes assess students’ comprehension of the concepts in each video.

·    Improve student results: When you teach with MyLab, student performance often improves. That’s why instructors have chosen MyLab for over 15 years, touching the lives of over 50 million students. 

 

New to This Edition


New coverage and fresh examples address the latest customer engagement tools, practices, and developments

·    A 5-step customer engagement framework ties together key concepts, and details how marketing creates customer value and captures value in return. The 18th edition continues to add to this framework and focuses on building direct and continuous customer involvement in shaping brands, brand conversations, brand experiences, brand advocacy, and brand community.

·    Material in both traditional marketing areas and on fast-changing and trending topics such as digital, mobile, and social media marketing; customer engagement marketing; big data, artificial intelligence, and new marketing analytics; and much more, keeps students informed.

 

Learner-focused features help students learn, link, and apply major concepts

·    Chapter-opening Objective Outlines preview chapter contents and learning objectives; Chapter Previews show chapter concepts, link them with previous chapter concepts, and introduce the chapter-opening story; and Vignettes -- engaging, deeply developed, illustrated, and annotated marketing stories -- help introduce the chapter material and spark student interest.

·    In-text examples illustrate contemporary marketing practices and bring key course concepts to life. 

·    Each figure contains author comments that ease and enhance student learning by introducing and explaining major chapter sections and figures.

·    Application Cases facilitate discussion of current issues and company situations in areas such as mobile and social marketing, ethics, and financial marketing analysis, while Company Cases (20 of which are new to the 18th edition) help students apply what they’ve learned to actual company and brand situations.

·    End-of-chapter Objectives Reviews summarize major chapter concepts and link them to chapter objectives, Key Terms facilitate easy reference, and Discussion Questions and Critical-Thinking Exercises help students keep track of and apply what they’ve learned in the chapter.

 

Career-focused resources help students develop the skills today’s employers are looking for

·    Real Marketing highlights provide fresh insights into real marketing practices from all-stars like Walmart, Amazon, Netflix, Apple, and more. 

·    Marketing by the Numbers (Appendix 2) provides students with a comprehensive intro to the marketing financial analysis that helps guide, assess, and support marketing decisions. An exercise at the end of each chapter lets students apply analytical and financial thinking to that chapter’s concepts and links the chapter to the Marketing by the Numbers appendix.

目錄大綱

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

 

Appendix 1: Marketing Plan

Appendix 2: Marketing by the Numbers

Appendix 3: Careers in Marketing