Principles of Marketing

About the Author
Philip Kotler, Northwestern University, Gary Armstrong University of North Carolina, Sridhar Balasubramanian University of North Carolina,

Prafulla Y. Agnihotri Indian Institute of Management Sirmaur

Content –h3>
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 Consumer Value
3 Analyzing the Marketing Environment 4 Managing Marketing Information to Gain Customer Insights 5 Consumer Markets and Buyer Behavior 6 Business Markets and Business Buyer Behavior

Part 3 Designing a Customer Value–Driven Strategy and Mix
7 Customer Value–Driven Marketing Strategy: Creating Value for Target Customers 8 Products, Services, and Brands: Building Customer Value 9 Developing New Products and Managing the Product Life Cycle 10 Pricing: Understanding and Capturing Customer Value 11 Pricing Strategies: Advanced Topics 12 Marketing Channels: Delivering Customer Value 13 Retailing and Wholesaling 14 Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy 15 Advertising and Public Relations 16 Personal Selling and Sales Promotion 17 Digital Marketing

Part 4 – Extending Marketing
18 Creating Competitive Advantage 19 The Global Marketplace 20 Sustainable Marketing: Social Responsibility and Ethics

Appendix 1 –Marketing Plan

Appendix 2 –Marketing by the Numbers

Appendix 3 –Careers in Marketing

Glossary, References, Index

Source: https://www.amazon.in/Principles-Marketing-19th-Philip-Kotler/dp/9357055215/ref=sr_1_1?crid=3DPCAB5ZED7KL&dib=eyJ2IjoiMSJ9.4fVTIGRZbEHSY7i3hWM5_znHd65WiHomVQil-G9mskrNjjx4GSrE9fjJWmvymXzK.MumnykjCptL2SOU_340B6OIhlEJbixWwhkPYUPxpjKE&dib_tag=se&keywords=9789357055215&qid=1757661850&sprefix=a+ceo+for+all+seasons+mastering+the+cycles+of+leadership%2Caps%2C386&sr=8-1