Principles of Marketing

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Summary

Principles of Marketing

Philip Kotler, Gary Armstrong

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CONTENTS

1. Marketing        creating and capturing value        2

2. Strategy        partnering to build customer relationships        8

3. Analyzing the marketing environment        13

4. Managing marketing information        19

5. Consumer markets and buyer behavior        26

6. Business markets and buyer behavior        33

7. Customer-driven marketing strategy        38

8. Products, services and brands        44

9. New product development        51

10. Pricing        56

11. Pricing strategies        60

12. Marketing channels        65

13. Retailing and wholesaling        72

14. Communicating customer value        78

15. Advertising and public relations        83

16. Personal selling and sales promotion        88

17. Direct and online marketing        95

18. Creating competitive advantage        100

19. Global marketplace        105

20. Sustainable marketing        111

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1. Marketing creating and capturing value