Principles of Marketing 14th Edition (Kotler & Amstrong)

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Principles of Marketing 14th Edition (Kotler & Amstrong)
Daftar Isi
Part 1: Defining Marketing and the Marketing Process 2
1. Marketing: Creating and Capturing Customer Value 2
2. Company and Marketing Strategy:Partnering to Build Customer Relationships 36

Part 2: Understanding the Marketplace and Consumers 64
3. Analyzing the Marketing Environment 64
4. Managing Marketing Information to Gain Customer Insights 96
5. Consumer Markets and Consumer Buyer Behavior 132
6. Business Markets and Business Buyer Behavior 164

Part 3: Designing a Customer-Driven Strategy and Mix 188
7. Customer-Driven Marketing Strategy: Creating Value for Target Customers 188
8. Products, Services, and Brands: Building Customer Value 222
9. New Product Development and Product Life-Cycle Strategies 258
10.Pricing: Understanding and Capturing Customer Value 288
11.Pricing Strategies 312
12.Marketing Channels: Delivering Customer Value 338
13.Retailing and Wholesaling 372
14.Communicating Customer Value: Integrated Marketing Communications Strategy 406
15.Advertising and Public Relations 434
16.Personal Selling and Sales Promotion 462
17.Direct and Online Marketing: Building Direct Customer Relationships 494

Part 4: Extending Marketing 526
18.Creating Competitive Advantage 526
19.The Global Marketplace 550
20.Sustainable Marketing: Social Responsibility and Ethics 580

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