Principles of Marketing 15th Edition by Kotler and Armstrong

Principles of Marketing 15th Edition by Philip Kotler and Gary Armstrong helps current and aspiring entrepreneurs grasp as key marketing challenge: to create vibrant, interactive communities of consumers who make merchandise and types a part of their day by day lives. Presenting elementary marketing info within revolutionary buyer-worth framework, the book helps readers perceive how you can create value and gain loyal customers.

The text has been completely revised to mirror the main traits and forces impacting marketing in this period of buyer value and high-tech customer relationships. Emphasizing the nice role that know-how performs in up to date marketing, it’s packed with new tales and examples illustrating how firms make use of expertise to realize competitive advantage-from conventional marketing all-stars similar to P&G and McDonald’s to new-age digital rival equivalent to Apple and Google.

New coverage in each chapter of this edition exhibits how corporations and consumers are dealing with marketing and right now’s uncertain economy. Starting with a serious new section in Chapter 1 and persevering with new sections, discussions, and examples built-in all through the text, this edition shows how entrepreneurs must concentrate on creating buyer worth and sharpen their value propositions to serve the wants of at present’s more frugal consumers.

A brand new characteristic-Marketing and the Economic system-at the end of each chapter, offers real examples for discussion and learning. The present economic challenges have made it crucial for entrepreneurs to give attention to the analytics involved of their work.

To help college students see the value of analytics, this edition continues its emphasis on measuring and managing return on marketing-including many new end-of-chapter financial and quantitative marketing exercises that allow college students apply analytical thinking to relevant ideas in every chapter and link chapter ideas to the text’s progressive and comprehensive Appendix 2: Advertising by the Numbers.

This edition highlights the increasing significance of sustainable marketing. The discussion begins in Chapter 1 and ends in Chapter 20, which pulls marketing collectively beneath a sustainable marketing framework. In between, frequent discussions and examples show how sustainable marketing calls for socially and environmentally accountable actions. This text features in-depth, real-world examples that show concepts in action. This edition has updated or replaced every chapter-opening vignette and Real Marketing highlight to provide fresh and relevant insight.

Book Details

Hardcover: 720 pages
Publisher: Prentice Hall; 15 edition (January 19, 2013)
Language: English
ISBN-10: 0133084043

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Posted in: Marketing