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Table of Contents
- 1 Principles of Marketing 16th Edition PDF Book Details
- 2 Principles of Marketing 16th Edition Description
- 3 New to Kotler and Armstrong Principles of Marketing 16th Edition
- 4 Kotler and Armstrong Principles of Marketing 16th Edition PDF Table of Contents
Principles of Marketing 16th Edition PDF Book Details
- Book Title: Principles of Marketing
- Recent Editions: Principles of Marketing 17th Edition PDF
- Author: Philip Kotler and Gary Armstrong
- Publish Date: 2016
- ISBN: 9780134492513
- Formats: PDF
- Size: 40 MB
- File Status: Available for Download
- Price: Free
Principles of Marketing 16th Edition Description
For Principles of Marketing courses that require a comprehensive text
Help students learn how to create customer value 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, this edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.
New to Kotler and Armstrong Principles of Marketing 16th Edition
Engage with customers using today’s digital and social media
- Help students understand how marketers, brands, and customers engage each other with detailed coverage of new digital marketing technologies, including online, mobile, and social media engagement technologies, “real-time listening” and “big data” research tools, online influence and brand communities, location-based marketing, the use of social media and social selling in B2B marketing, and consumer Web, social media, and mobile marketing.
- Introduce exciting new developments in digital and social media marketing with a new Chapter 1 section on The Digital Age: Online, Mobile, and Social Media Marketing.UPDATED: Dig deeply into digital marketing tools that engage consumers anywhere, anytime via their computers, smartphones, tablets, Internet-ready TVs, and other digital devices with a completely revised Chapter 17 on Direct, Online, Social Media, and Mobile Marketing.
- Illustrate how companies employ digital technology to gain competitive advantage with new stories and examples that detail strategies from traditional marketing all-stars like Nike, P&G, Coca-Cola, Walmart, IBM, and McDonald’s to new-age digital competitors such as Google, Amazon, Apple, Netflix, Pinterest, and Facebook.
Build and manage strong, value-creating brands
- Demonstrate how marketers develop meaningful connections with substantial new material on customer engagement and related developments such as consumer empowerment, crowdsourcing, customer co-creation, consumer-generated marketing, and real-time marketing. Readers will learn how marketers are building direct and continuous customer involvement that shapes brands, brand conversations, brand experiences, and brand communities.
- Provide current and encompassing coverage of developments in the fast-changing area of integrated marketing communications, including contact marketing and blending traditional media with new digital and social media tools to create more targeted, personal, and engaging customer relationships.
Measure and manage return on marketing
- Give students practice measuring and managing return on marketing with new end-of-chapter financial and quantitative marketing exercises. Students can apply analytical thinking to relevant concepts in each chapter, and link chapter concepts to the text’s comprehensive Appendix 2: Marketing by the Numbers.
Foster sustainable marketing around the globe
- Highlight the increasing importance of sustainable marketing with new discussions and examples that show how sustainable marketing calls for socially and environmentally responsible actions.
- Demonstrate the growth of global marketing with new discussions and examples of the challenges and opportunities marketers face in fast-growing emerging markets.
Help students learn, link, and apply major concepts with an innovative learning design
- Show concepts in action, and bring key course concepts to life with real-world marketing examples. Each chapter-opening vignette and Real Marketing highlight is either new or has been updated to provide fresh and relevant insight.
- Students can apply what they learn to actual company situations with 20 new or revised end-of-chapter Company Cases.
- Facilitate critical thinking and discussion with 20 new Video Case sections containing brief, end-of-chapter summaries and discussion questions.
Kotler and Armstrong Principles of Marketing 16th Edition PDF Table of Contents
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 Customer 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 Marketing Strategy and Mix
7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
8. Product, 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. Communicating Customer Value: Integrated Marketing Communications
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct, Digital, Mobile, and Social Media Marketing
Part 4. Extending Marketing
18. Creating Competitive Advantage
19. The Global Marketplace
20. Sustainable Marketing: Social Responsibility and Ethics
1. Marketing Plan
2. Marketing by the Numbers
3. Marketing Careers