Principles of Marketing, 10/e
Philip Kotler Gary Armstrong
Chapter
1: Marketing: Managing Profitable Customer Relationships
Chapter
2: Company and Marketing Strategy: Partnering to Build Customer Relationships
Chapter
3: Marketing in the Digital Age: Making New Customer Connections
Chapter
4: The Marketing Environment
Chapter
5: Managing Marketing Information
Chapter
6: Consumer Markets and Consumer Buyer Behavior
Chapter
7: Business Markets and Business Buyer Behavior
Chapter
8: Segmentation, Targeting, and Positioning: Building the Right Relationships
with the Right Customers
Chapter
9: Product, Service, and Branding Strategies
Chapter
10: New-Product Development and Product Life-Cycle Strategies
Chapter
11: Pricing Considerations and Approaches
Chapter
13: Marketing Channels and Supply Management
Chapter
14: Retailing and Wholesaling
Chapter
15: Integrated Marketing Communication Strategy
Chapter
16: Advertising, Sales Promotion, and Public Relations
Chapter
17: Personal Selling and Direct Marketing
Chapter
18: Creating Competitive Advantage
Chapter
19: The Global Marketplace
Chapter
20: Marketing and Society: Social Responsibility and Marketing Ethics
Chapter 21: Measuring and Forecasting Demand
Chapter 22: Marketing Arithmetic
Principles of Marketing, 10/e
activebook 2.0
Kotler • Armstrong
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