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eBook PDF MARKETING By KOTLER PHILIP ARMSTRONG GARY By Philip Kotler, Gary Armstrong

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Pages: 548
File size: 9.46 MB
Format: Digital PDF
Course: Marketing
Category: eBook[PDF]

About this ebook

Principles of Marketing" by Philip Kotler and Gary Armstrong is structured around a comprehensive five-step customer value framework designed to teach how to create, deliver, and capture customer value. [1, 2]

The core topics covered in this textbook are organized into four major parts: [1, 2, 3]

Part 1: Defining Marketing and the Marketing Process

What is Marketing? Understanding marketplace basics, human needs, wants, and demands.
The Marketing Process: The 5-step model for creating value for customers to capture value in return.
Company and Marketing Strategy: Partnering to build customer engagement, equity, and profitable relationships. [1, 2]

Part 2: Understanding the Marketplace and Consumer Value

The Marketing Environment: Analyzing macro-environment forces (demographic, economic, natural, technological, political, cultural) and micro-environment actors.
Managing Marketing Information: Using marketing research, big data, and customer insights to gain a competitive edge.
Consumer Buyer Behaviour: Examining the psychological, social, and cultural factors that influence individual consumer decisions.
Business Buyer Behaviour: Understanding how B2B (business-to-business) markets and professional buyers operate. [1, 2, 3, 4, 5]

Part 3: Designing a Customer Value-Driven Strategy and Mix (The 4 Ps)

STP Strategy: Core concepts of Market Segmentation, Targeting, Differentiation, and Positioning.
Product and Service Strategy: Managing brands, packaging, and the New Product Development (NPD) lifecycle.
Pricing Strategies: Understanding value-based, cost-based, and competition-based pricing models.
Marketing Channels (Place): Managing logistics, supply chains, retailing, and wholesaling.
Integrated Marketing Communications (Promotion): Combining advertising, public relations, personal selling, sales promotions, and direct marketing. [1, 2, 3, 4, 5]

Part 4: Extending Marketing

Digital and Social Media Marketing: Engaging interactive online communities and leveraging digital commerce.
The Global Marketplace: Evaluating international markets and adapting marketing mixes globally.
Sustainable and Ethical Marketing: Corporate Social Responsibility (CSR), social marketing, and ethical business practices. [1, 2, 3, 4, 5]