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Principles of Marketing (2-downloads) (14th Edition) - Philip Kotler & Gary Armstrong
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9 New Product Development and Product Life-Cycle Strategies

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2022-02-24 01:51:29
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  • Preface
  • Part 1: Defining Marketing and the Marketing Process
    • 1 Marketing: Creating and Capturing Customer Value
    • 2 Company and Marketing Strategy: Partnering to Build Customer Relationships
  • Part 2: Understanding the Marketplace and Consumers
    • 3 Analyzing the Marketing Environment
    • 4 Managing Marketing Information to Gain Customer Insights
    • 5 Consumer Markets and Consumer Buyer Behavior
    • 6 Business Markets and Business Buyer Behavior
  • Part 3: Designing a Customer-Driven Strategy and Mix
    • 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers
    • 8 Products, Services, and Brands: Building Customer Value
    • 9 New Product Development and Product Life-Cycle Strategies
  • 10 Pricing: Understanding and Capturing Customer Value
  • 11 Pricing Strategies
  • 12 Marketing Channels: Delivering Customer Value
  • 13 Retailing and Wholesaling
  • 14 Communicating Customer Value: Integrated Marketing Communications Strategy
  • 15 Advertising and Public Relations
  • 16 Personal Selling and Sales Promotion
  • 17 Direct and Online Marketing: Building Direct Customer Relationships
  • 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
  • References
  • Glossary
  • Credits
  • Index
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