Principles of marketing / Philip Kotler, Northwestern University, Gary Armstrong, University of North Carolina ; with Mark Oliver Opresnik.

Includes student access code.

Previous edition: 2018.

Includes bibliographical references (pages 659-702) and index.

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 Desingning 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.