Book description
Help readers 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 readers 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 individuals 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 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.
Table of contents
- Engage, Assess, Apply with MyMarketingLab®
- Principles of Marketing
- Principles of Marketing
- Dedication
- About the Authors
- Brief Contents
- Contents
-
Preface
- The Seventeenth Edition of Kotler/Armstrong’s Principles of Marketing! Setting the World Standard in Marketing Education
- Marketing: Creating Customer Value and Engagement in the Digital and Social Age
- What’s New in the Seventeenth Edition?
- Five Major Customer Value and Engagement Themes
- An Emphasis on Real Marketing and Bringing Marketing to Life
- Learning Aids That Create Value and Engagement
- A Total Teaching and Learning Package
- Reviewers
- Principles of Marketing
-
Part 1: Defining Marketing and the Marketing Process (Chapters 1–2)
-
1 Marketing Creating Customer Value and Engagement
- Chapter Preview
- Objectives Outline
- What Is Marketing?
- Understanding the Marketplace and Customer Needs
- Designing a Customer Value–Driven Marketing Strategy and Plan
- Managing Customer Relationships and Capturing Customer Value
- The Changing Marketing Landscape
-
1 Reviewing and Extending the Concepts
-
Objectives Review and Key Terms
-
Objectives Review
- Objective 1-1 Define marketing and outline the steps in the marketing process. (pp 4–6)
- Objective 1-2 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts. (pp 6–10)
- Objective 1-3 Identify the key elements of a customer value–driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. (pp 10–14)
- Objective 1-4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. (pp 14–22)
- Objective 1-5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships. (pp 22–31)
- Key Terms
-
Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
-
Objectives Review and Key Terms
-
2 Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and Relationships
- Chapter Preview
- Objectives Outline
- Company-Wide Strategic Planning: Defining Marketing’s Role
- Designing the Business Portfolio
- Planning Marketing: Partnering to Build Customer Relationships
- Marketing Strategy and the Marketing Mix
- Managing the Marketing Effort and Marketing Return on Investment
-
2 Reviewing and Extending the Concepts
-
Objectives Review and Key Terms
-
Objectives Review
- Objective 2-1 Explain company-wide strategic planning and its four steps. (pp 40–42)
- Objective 2-2 Discuss how to design business portfolios and develop growth strategies. (pp 42–48)
- Objective 2-3 Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value. (pp 48–49)
- Objective 2-4 Describe the elements of a customer value–driven marketing strategy and mix and the forces that influence them. (pp 50–55)
- Objective 2-5 List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing marketing return on investment. (pp 55–60)
- Key Terms
-
Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
-
Objectives Review and Key Terms
-
1 Marketing Creating Customer Value and Engagement
-
Part 2: Understanding the Marketplace and Consumer Value (Chapters 3–6)
-
3 Analyzing the Marketing Environment
- Chapter Preview
- Objectives Outline
- The Microenvironment and Macroenvironment
- The Demographic and Economic Environments
- The Natural and Technological Environments
- The Political–Social and Cultural Environments
- Responding to the Marketing Environment
-
3 Reviewing and Extending the Concepts
-
Objectives Review and Key Terms
-
Objectives Review
- Objective 3-1 Describe the environmental forces that affect the company’s ability to serve its customers. (pp 68–72)
- Objective 3-2 Explain how changes in the demographic and economic environments affect marketing decisions. (pp 72–80)
- Objective 3-3 Identify the major trends in the firm’s natural and technological environments. (pp 80–84)
- Objective 3-4 Explain the key changes in the political and cultural environments. (pp 84–90)
- Objective 3-5 Discuss how companies can react to the marketing environment. (pp 90–92)
- Key Terms
-
Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
-
Objectives Review and Key Terms
-
4 Managing Marketing Information to Gain Customer Insights
- Chapter Preview
- Objectives Outline
- Marketing Information and Customer Insights
- Assessing Information Needs and Developing Data
- Marketing Research
- Analyzing and Using Marketing Information
- Other Marketing Information Considerations
-
4 Reviewing and Extending the Concepts
-
Objectives Review and Key Terms
-
Objectives Review
- Objective 4-1 Explain the importance of information in gaining insights about the marketplace and customers. (pp 100–102)
- Objective 4-2 Define the marketing information system and discuss its parts. (pp 102–106)
- Objective 4-3 Outline the steps in the marketing research process. (pp 106–116)
- Objective 4-4 Explain how companies analyze and use marketing information. (pp 116–120)
- Objective 4-5 Discuss the special issues some marketing researchers face, including public policy and ethics issues. (pp 120–125)
- Key Terms
-
Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
-
Objectives Review and Key Terms
-
5 Consumer Markets and Buyer Behavior
- Chapter Preview
- Objectives Outline
- Model of Consumer Behavior
- Characteristics Affecting Consumer Behavior
- Buying Decision Behavior and the Buyer Decision Process
- The Buyer Decision Process for New Products
-
5 Reviewing and Extending the Concepts
-
Objectives Review and Key Terms
-
Objectives Review
- Objective 5-1 Define the consumer market and construct a simple model of consumer buyer behavior. (pp 134–135)
- Objective 5-2 Name the four major factors that influence consumer buyer behavior. (pp 135–149)
- Objective 5-3 List and define the major types of buying decision behavior and the stages in the buyer decision process. (pp 150–154)
- Objective 5-4 Describe the adoption and diffusion process for new products. (pp 154–156)
- Key Terms
-
Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
-
Objectives Review and Key Terms
-
6 Business Markets and Business Buyer Behavior
- Chapter Preview
- Objectives Outline
- Business Markets
- Business Buyer Behavior
- The Business Buyer Decision Process
- Engaging Business Buyers with Digital and Social Marketing
- Institutional and Government Markets
-
6 Reviewing and Extending the Concepts
-
Objectives Review and Key Terms
-
Objectives Review
- Objective 6-1 Define the business market and explain how business markets differ from consumer markets. (pp 164–166)
- Objective 6-2 Identify the major factors that influence business buyer behavior. (pp 166–171)
- Objective 6-3 List and define the steps in the business buying decision process. (pp 171–173)
- Objective 6-4 Discuss how new information technologies and online, mobile, and social media have changed business-to-business marketing. (pp 173–175)
- Objective 6-5 Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions. (pp 175–179)
- Key Terms
-
Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
-
Objectives Review and Key Terms
-
3 Analyzing the Marketing Environment
-
Part 3: Designing a Customer Value-Driven Strategy and Mix (Chapters 7–17)
-
7 Customer Value–Driven Marketing Strategy: Creating Value for Target Customers
- Chapter Preview
- Objectives Outline
- Marketing Strategy
- Market Segmentation
- Market Targeting
-
Differentiation and Positioning
- Positioning Maps
- Choosing a Differentiation and Positioning Strategy
- Communicating and Delivering the Chosen Position
-
7 Reviewing and Extending the Concepts
-
Objectives Review and Key Terms
-
Objectives Review
- Objective 7-1 Define the major steps in designing a customer value–driven marketing strategy: market segmentation, targeting, differentiation, and positioning. (pp 188–189)
- Objective 7-2 List and discuss the major bases for segmenting consumer and business markets. (pp 189–197)
- Objective 7-3 Explain how companies identify attractive market segments and choose a market-targeting strategy. (pp 197–204)
- Objective 7-4 Discuss how companies differentiate and position their products for maximum competitive advantage. (pp 204–212)
- Key Terms
- Discussion and Critical Thinking
- Applications and Cases
-
Objectives Review
-
Objectives Review and Key Terms
-
8 Products, Services, and Brands Building Customer Value
- Previewing the Concepts
- Objectives Outline
- What Is a Product?
- Product and Service Decisions
- Services Marketing
- Branding Strategy: Building Strong Brands
-
8 Reviewing and Extending the Concepts
-
Objectives Review and Key Terms
-
Objectives Review
- Objective 8-1 Define product and describe the major classifications of products and services. (pp 220–225)
- Objective 8-2 Describe the decisions companies make regarding their individual products and services, product lines, and product mixes. (pp 225–233)
- Objective 8-3 Identify the four characteristics that affect the marketing of services and the additional marketing considerations that services require. (pp 234–240)
- Objective 8-4 Discuss branding strategy—the decisions companies make in building and managing their brands. (pp 240–248)
- Key Terms
-
Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
-
Objectives Review and Key Terms
-
9 Developing New Products and Managing the Product Life Cycle
- Chapter Preview
- Objectives Outline
- New Product Development Strategy
- The New Product Development Process
- Product Life-Cycle Strategies
- Additional Product and Service Considerations
-
9 Reviewing and Extending the Concepts
-
Objectives Review and Key Terms
-
Objectives Review
- Objective 9-1 Explain how companies find and develop new product ideas. (pp 256–257)
- Objective 9-2 List and define the steps in the new product development process and the major considerations in managing this process. (pp 257–265)
- Objective 9-3 Describe the stages of the product life cycle and how marketing strategies change during a product’s life cycle. (pp 265–273)
- Objective 9-4 Discuss two additional product issues: socially responsible product decisions and international product and services marketing. (pp 273–275)
- Key Terms
-
Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
-
Objectives Review and Key Terms
-
10 Pricing Understanding and Capturing Customer Value
- Chapter Preview
- Objectives Outline
- What Is a Price?
- Major Pricing Strategies
- Other Internal and External Considerations Affecting Price Decisions
-
10 Reviewing and Extending the Concepts
-
Objectives Review and Key Terms
-
Objectives Review
- Objective 10-1 Answer the question “What is a price?” and discuss the importance of pricing in today’s fast-changing environment. (pp 284–285)
- Objective 10-2 Identify the three major pricing strategies and discuss the importance of understanding customer-value perceptions, company costs, and competitor strategies when setting prices. (pp 285–293)
- Objective 10-3 Identify and define the other important external and internal factors affecting a firm’s pricing decisions. (pp 293–299)
- Key Terms
-
Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
-
Objectives Review and Key Terms
-
11 Pricing Strategies Additional Considerations
- Chapter Preview
- Objectives Outline
- New Product Pricing Strategies
- Product Mix Pricing Strategies
- Price Adjustment Strategies
- Price Changes
- Public Policy and Pricing
-
11 Reviewing and Extending the Concepts
-
Objectives Review and Key Terms
-
Objectives Review
- Objective 11-1 Describe the major strategies for pricing new products. (pp 308–309)
- Objective 11-2 Explain how companies find a set of prices that maximizes the profits from the total product mix. (pp 309–311)
- Objective 11-3 Discuss how companies adjust their prices to take into account different types of customers and situations. (pp 311–319)
- Objective 11-4 Discuss the key issues related to initiating and responding to price changes. (pp 320–322)
- Objective 11-5 Overview the social and legal issues that affect pricing decisions. (pp 322–326)
- Key Terms
-
Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
-
Objectives Review and Key Terms
-
12 Marketing Channels Delivering Customer Value
- Chapter Preview
- Objectives Outline
- Supply Chains and the Value Delivery Network
- Channel Behavior and Organization
- Channel Design Decisions
- Channel Management Decisions
- Marketing Logistics and Supply Chain Management
-
12 Reviewing and Extending the Concepts
-
Objectives Review and Key Terms
-
Objectives Review
- Objective 12-1 Explain why companies use marketing channels and discuss the functions these channels perform. (pp 334–337)
- Objective 12-2 Discuss how channel members interact and how they organize to perform the work of the channel. (pp 338–344)
- Objective 12-3 Identify the major channel alternatives open to a company. (pp 344–348)
- Objective 12-4 Explain how companies select, motivate, and evaluate channel members. (pp 348–352)
- Objective 12-5 Discuss the nature and importance of marketing logistics and integrated supply chain management. (pp 352–359)
- Key Terms
-
Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
-
Objectives Review and Key Terms
-
13 Retailing and Wholesaling
- Chapter Preview
- Objectives Outline
- Retailing
- Retailer Marketing Decisions
- Retailing Trends and Developments
- Wholesaling
-
13 Reviewing and Extending the Concepts
-
Objectives Review and Key Terms
-
Objectives Review
- Objective 13-1 Explain the role of retailers in the distribution channel and describe the major types of retailers. (pp 368–375)
- Objective 13-2 Describe the major retailer marketing decisions. (pp 376–381)
- Objective 13-3 Discuss the major trends and developments in retailing. (pp 381–387)
- Objective 13-4 Explain the major types of wholesalers and their marketing decisions. (pp 387–392)
- Key Terms
-
Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
-
Objectives Review and Key Terms
-
14 Engaging Consumers and Communicating Customer Value Integrated Marketing Communication Strategy
- Chapter Preview
- Objectives Outline
- The Promotion Mix
- Integrated Marketing Communications
- Developing Effective Marketing Communication
- Setting the Total Promotion Budget and Mix
-
14 Reviewing and Extending the Concepts
-
Objectives Review and Key Terms
-
Objectives Review
- Objective 14-1 Define the five promotion mix tools for communicating customer value. (pp 400–401)
- Objective 14-2 Discuss the changing communications landscape and the need for integrated marketing communications. (pp 401–406)
- Objective 14-3 Outline the communication process and the steps in developing effective marketing communications. (pp 406–413)
- Objective 14-4 Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix. (pp 413–420)
- Key Terms
-
Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
-
Objectives Review and Key Terms
-
15 Advertising and Public Relations
- Chapter Preview
- Objectives Outline
- Advertising
- Major Advertising Decisions
- Public Relations
- Major Public Relations Tools
-
15 Reviewing and Extending the Concepts
-
Objectives Review and Key Terms
-
Objectives Review
- Objective 15-1 Define the role of advertising in the promotion mix. (pp 428)
- Objective 15-2 Describe the major decisions involved in developing an advertising program. (pp 429–446)
- Objective 15-3 Define the role of public relations in the promotion mix. (pp 446–448)
- Objective 15-4 Explain how companies use public relations to communicate with their publics. (p 448 )
- Key Terms
-
Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
-
Objectives Review and Key Terms
-
16 Personal Selling and Sales Promotion
- Chapter Preview
- Objectives Outline
- Personal Selling
- Managing the Sales Force
- The Personal Selling Process
- Sales Promotion
-
16 Reviewing and Extending the Concepts
-
Objectives Review and Key Terms
-
Objectives Review
- Objective 16-1 Discuss the role of a company’s salespeople in creating value for customers and building customer relationships. (pp 456–458)
- Objective 16-2 Identify and explain the six major sales force management steps. (pp 458–469)
- Objective 16-3 Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing. (pp 469–472)
- Objective 16-4 Explain how sales promotion campaigns are developed and implemented. (pp 472–479)
- Key Terms
-
Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
-
Objectives Review and Key Terms
-
17 Direct, Online, Social Media, and Mobile Marketing
- Chapter Preview
- Objectives Outline
- Direct and Digital Marketing
- Forms of Direct and Digital Marketing
- Marketing, the Internet, and the Digital Age
- Social Media and Mobile Marketing
- Traditional Direct Marketing Forms
-
17 Reviewing and Extending the Concepts
-
Objectives Review and Key Terms
-
Objectives Review
- Objective 17-1 Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies. (pp 488–490)
- Objective 17-2 Identify and discuss the major forms of direct and digital marketing. (pp 490–491)
- Objective 17-3 Explain how companies have responded to the internet and the digital age with various online marketing strategies. (pp 491–497)
- Objective 17-4 Discuss how companies use social media and mobile marketing to engage consumers and create brand community. (pp 497–503)
- Objective 17-5 Identify and discuss the traditional direct marketing forms and overview the public policy and ethical issues presented by direct marketing. (pp 504–510)
- Key Terms
-
Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
-
Objectives Review and Key Terms
-
7 Customer Value–Driven Marketing Strategy: Creating Value for Target Customers
-
Part 4: Extending Marketing (Chapters 18–20)
-
18 Creating Competitive Advantage
- Chapter Preview
- Objectives Outline
- Competitor Analysis
- Competitive Strategies
- Balancing Customer and Competitor Orientations
-
18 Reviewing and Extending the Concepts
-
Objectives Review and Key Terms
-
Objectives Review
- Objective 18-1 Discuss the need to understand competitors as well as customers through competitor analysis. (pp 518–525)
- Objective 18-2 Explain the fundamentals of competitive marketing strategies based on creating value for customers. (pp 525–535)
- Objective 18-3 Illustrate the need for balancing customer and competitor orientations in becoming a truly market-centered organization. (pp 535–536)
- Key Terms
-
Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
-
Objectives Review and Key Terms
-
19 The Global Marketplace
- Chapter Preview
- Objectives Outline
- Global Marketing Today
- Deciding How to Enter the Market
- Deciding on the Global Marketing Program
- Deciding on the Global Marketing Organization
-
19 Reviewing and Extending the Concepts
-
Objectives Review and Key Terms
- Objectives Review
- Objective 19-1 Discuss how the international trade system and the economic, political-legal, and cultural environments affect a company’s international marketing decisions. (pp 544–556)
- Objective 19-2 Describe three key approaches to entering international markets. (pp 556–558)
- Objective 19-3 Explain how companies adapt their marketing strategies and mixes for international markets. (pp 559–566)
- Objective 19-4 Identify the three major forms of international marketing organization. (p 566)
- Key Terms
- Discussion and Critical Thinking
- Applications and Cases
-
Objectives Review and Key Terms
-
20 Sustainable Marketing Social Responsibility and Ethics
- Chapter Preview
- Objectives Outline
- Sustainable Marketing
- Social Criticisms of Marketing
- Consumer Actions to Promote Sustainable Marketing
- Business Actions Toward Sustainable Marketing
- Marketing Ethics and the Sustainable Company
-
20 Reviewing and Extending the Concepts
-
Objectives Review and Key Terms
- Objectives Review
- Objective 20-1 Define sustainable marketing and discuss its importance. (pp 574–576)
- Objective 20-2 Identify the major social criticisms of marketing. (pp 576–583)
- Objective 20-3 Define consumerism and environmentalism and explain how they affect marketing strategies. (pp 583–589)
- Objective 20-4 Describe the principles of sustainable marketing. (pp 589–593)
- Objective 20-5 Explain the role of ethics in marketing. (pp 593–596)
- Key Terms
- Discussion and Critical Thinking
- Applications and Cases
-
Objectives Review and Key Terms
-
18 Creating Competitive Advantage
- Appendix 1 Marketing Plan
- Appendix 2 Marketing by the Numbers
-
Appendix 3 Careers in Marketing
- Marketing Careers Today
- Looking for a Job in Today’s Marketing World
- Marketing Jobs
- Other Resources
- Glossary
- References
- Index
Product information
- Title: Principles of Marketing, 17/e
- Author(s):
- Release date: January 2017
- Publisher(s): Pearson
- ISBN: 9780134492513
You might also like
book
Marketing Metrics, 4th Edition
Your Definitive, Up-to-Date Guide to Marketing Metrics--Choosing Them, Implementing Them, Applying Them This award-winning guide will …
book
Marketing Research, 11th Edition
TRY (FREE for 14 days), OR RENT this title: www.wileystudentchoice.com In Marketing Research, 11th Edition, authors …
book
Marketing 5.0
Rediscover the fundamentals of marketing from the best in the business In Marketing 5.0, the celebrated …
book
The Business Model Book
Business models are the beating heart of your firm's value proposition. Great business models drive rapid …