For principles of marketing courses that require a comprehensive text.

In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 18th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.

PART 1:DEFINING MARKETING AND THE MARKETING PROCESS

1. Marketing:Creating Customer Value and Engagement

2. Companyand Marketing Strategy: Partnering to Build Customer Engagement, Value, andRelationships

PART 2:UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE

3. Analyzingthe Marketing Environment

4. Managing MarketingInformation to Gain Customer Insights

5. ConsumerMarkets and Buyer Behavior

6. BusinessMarkets and Business Buyer Behavior

PART 3:DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX

7. CustomerValue-Driven Marketing Strategy: Creating Value for Target Customers

8. Products,Services, and Brands: Building Customer Value

9. DevelopingNew Products and Managing the Product Life Cycle

10. Pricing:Understanding and Capturing Customer Value

11. PricingStrategies: Additional Considerations

12. MarketingChannels: Delivering Customer Value

13. Retailingand Wholesaling

14. EngagingConsumers and Communicating Customer Value: Integrated Marketing CommunicationStrategy

15.Advertising and Public Relations

16. PersonalSelling and Sales Promotion

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

PART 4:EXTENDING MARKETING

18. CreatingCompetitive Advantage

19. TheGlobal Marketplace

20.Sustainable Marketing: Social Responsibility and Ethics

Appendix 1:Marketing Plan

Appendix 2:Marketing by the Numbers

Appendix 3:Careers in Marketing