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DescriptionPrinciples Of Marketing : 13th Edition  Book Information: AUTHOR PHILIP KOTLER PUBLISHER PEARSON EDUCATION EDITION 13th Edition The field of marketing has been changing fast over the recent decades. In the current scenario of connected global markets and online marketing, it has become a vibrant and interactive field. This book teaches students how to create customer value, build brand loyalty, and customer communities, in addition to traditional marketing principles. Each chapter opens with an illustrative real life example. The authors go on to define the concepts using examples to emphasize significant points. Highlighted points, author comments, and chapter outlines further serve to convey the important lessons in every chapter. Besides the chapter beginning examples, the book also contains a number of real marketing sections that highlight success stories from the Indian subcontinent as well from other places. The book also goes into the quantitative aspects of marketing. The authors place special emphasis on marketing in the Indian subcontinent using extensive examples from countries like India, Sri Lanka, Bangladesh, and Pakistan. There is also an appendix on rural marketing. The book also covers emerging marketing concepts like using online communities, networks, and blogs to establish brand identity and relationships with customers. The text is divided into four parts, Defining Marketing and Marketing Practices, Understanding the Marketplace and Consumers, Designing a Customer-Driven Strategy and Mix, and Extending Marketing. There are three Appendix sections, Marketing Plan, Marketing by Numbers, and Rural Marketing. The book also comes with a learning package that includes a manual and PowerPoint presentations for instructors, PowerPoint presentations for students, and access to Pearson’s MyMarketingLab. Sharing Widget |