Principles of Marketing, Global Edition + MyLab Marketing with Pearson eText

Philip Kotler is a Professor Emeritus of 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. He has authored more than 60 books and published more than 150 articles in leading journals. He has also been a consultant to major US and foreign companies, including IBM, General Electric, and Michelin, and has served as a member of many advisory boards. He has travelled and lectured extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities. Gary T. Armstrong is Crist W. Blackwell Distinguished Professor Emeritus in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds Undergraduate and Master's degrees in Business from Wayne State University in Detroit and received his Ph.D in marketing from Northwestern University. Through the years, Professor Armstrong has worked closely with business student groups and has received several UNC campus wide and Business School teaching awards. He is the only repeat recipient of the school's highly regarded Award for Excellence in Undergraduate Teaching, (three times). Most recently, Professor Armstrong received the UNC Board of Governors Award for Excellence in Teaching. Dr Armstrong has contributed numerous articles to leading business journals. As a consultant and researcher, he has worked with many companies on marketing research, sales management, and marketing strategy.

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: Additional Considerations 
12. Marketing Channels: Delivering Customer Value 
13. Retailing and Wholesaling 
14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy 
15.Advertising and Public Relations 
16. Personal Selling and Sales Promotion 
17. Direct, Online, Social Media, and Mobile 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