Skip to Main Content
Principles of Marketing, 17/e
book

Principles of Marketing, 17/e

by Philip T. Kotler, Gary Armstrong
January 2017
Beginner content levelBeginner
580 pages
160h 2m
English
Pearson
Content preview from Principles of Marketing, 17/e

17 Reviewing and Extending the Concepts

Objectives Review and Key Terms

Objectives Review

This chapter is the last of four chapters covering the final marketing mix element—promotion. The previous chapters dealt with advertising, public relations, personal selling, and sales promotion. This oneinvestigates the burgeoning field of direct and digital marketing, including online, social media, and mobile marketing.

Objective 17-1 Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies. (pp 488490)

Direct and digital marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. ...

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Start your free trial

You might also like

Contemporary Strategy Analysis, 10th Edition

Contemporary Strategy Analysis, 10th Edition

Robert M. Grant
Marketing Management, 16th Edition

Marketing Management, 16th Edition

Philip T. Kotler, Kevin Lane Keller, Alexander Chernev
Fundamentals of Business Communication, 1e

Fundamentals of Business Communication, 1e

Mukesh Chaturvedi, P. D. Chaturvedi

Publisher Resources

ISBN: 9780134492513