Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds undergraduate and masters degrees in business from Wayne State University in Detroit, and he received his Ph.D. in marketing from Northwestern University.

Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master's degree at the University of Chicago and his Ph.D. at M.I.T., both in economics.

Part 1: Defining Marketing and the Marketing Process


1. Marketing Creating Customer Value and Engagement


2. Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and Relationships


Part 2: Understanding the Marketplace and Customer Value


3. Analyzing the Marketing Environment


4. Managing Marketing Information to Gain Customer Insights


5. Understanding Consumer and Business Buyer Behavior


Part 3: Designing a Customer Value-Driven Marketing Strategy and Mix


6. Customer Value-Driven Marketing Strategy Creating Value for Target Customers


7. Product, Services, and Brands Building Customer Value


8. Developing New Products and Managing the Product Life Cycle


9. Pricing Understanding and Capturing Customer Value


10. Marketing Channels Delivering Customer Value


11. Retailing and Wholesaling


12. Engaging Customers and Communicating Customer Value Advertising and Public


Relations


13. Personal Selling and Sales Promotion


14. Direct, Online, Social Media, and Mobile Marketing


Part 4: Extending Marketing


15. The Global Marketplace


16. Sustainable Marketing Social Responsibility and Ethics


Appendix 1. Company Cases


Appendix 2. Marketing Plan


Appendix 3. Marketing by the Numbers


Appendix 4. Careers in Marketing


References


Glossary


Credits


Index


 

• Marketing at Work highlights provide countless in-depth, real-life examples and stories from Netflix, Google, Amazon, Nike, Harley-Davidson, and more, which engage students with basic marketing concepts and bring the marketing journey to life. Every chapter contains a First Stop opening story plus Marketing at Work highlight features that reveal the drama of modern marketing.


• End-of-chapter features summarize important chapter concepts and highlight important themes, such as marketing ethics; financial marketing analysis; and online, mobile, and social media marketing, facilitating student understanding and ease of learning.


• UPDATED! Discussions and examples of the explosive impact of exciting new digital marketing technologies—from online, mobile, and social media engagement technologies; to "real-time listening" and "big data" research tools; real-time dynamic pricing; digitizing the in-store retail shopping experience, and social selling; as well as other new communications technologies


• Coverage in both traditional marketing areas and on fast-changing and trending topics, such as customer engagement marketing, mobile and social media, big data and the new marketing analytics, omni-channel marketing and retailing, customer co-creation and empowerment, real-time customer listening and marketing, building brand community, marketing content creation and native advertising, B-to-B social media and social selling, tiered and dynamic pricing, consumer privacy, sustainability, global marketing, and much more.


• Coverage of fast-changing developments in marketing communications and the creation of marketing content. Marketers are blending new digital and social media tools—everything from Internet and mobile marketing to blogs, viral videos, and social media—with traditional media to create more targeted, personal, and engaging customer relationships. Marketers are joining with customers and media to curate customer-driven marketing content in paid, owned, earned, and shared media. No other text provides more current or encompassing coverage of these exciting developments.