Always Learning

Principles of Marketing, Activebook 2.0
Philip R Kotler, Northwestern University
Gary Armstrong, University of North Carolina

ISBN-10: 0130418145
ISBN-13:  9780130418142

Publisher:  Prentice Hall
Copyright:  2004
Format:  Paper; 672 pp
Published:  07/10/2003
Status: Out of Print


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Description

The Activebook, derived from Kotler and Armstrong¿¿¿s best-selling text, Principles of Marketing, is the most powerful paperback text for the Principles of Marketing course. Like a standard text, students receive this one in print. What makes it more unique is every copy includes a pin-code that enables access to the entire textbook online where it's embedded with interactive resources. Traditional textbooks can't match Activebook's integrated learning experience. In version 2.0, students and instructors have the power to track their progress and personalize their experience. Why just read when you can interact? Visit: www.prenhall.com/kotler


Features

  • Managing Customer Relationships framework—A distinguishing feature of this text, this framework is introduced in the first two chapters, and then expanded upon throughout the book. Other key themes in the Tenth Edition:
    • Marketing in the Digital Age—Introduced in Chapter 1, covered in detail in Chapter 3, then integrated throughout where relevant.
    • Building Strong Brands and Brand Equity—Expanded coverage appears in Chapter 9.
    • Global and Socially Responsible Marketing—Coverage is integrated throughout and then in detail in Chapters 19 and 20.
  • The most powerful paperback—This is the best-selling Principles of Marketing text delivered as an integrated learning system.

    • Students can learn from the printed text and/or use the free pin-code to access the entire text online, where the content is interactive and available anytime, from anywhere. Visit www.prenhall.com/kotler

  • An integrated learning system—The print and online activebook can be used alone or together. Enhanced new online capabilities include:
    • Personalize the text by adding notes and comments within each chapter;
    • Highlight the text and create a personalized study tool;
    • Access animated modules and see how 60+ tables and figures from the printed text come to life;
    • Monitor individual or class progress using the Active Concept Checks quizzing and new Progress Tracker features
  • A more exciting learning experience—The activebook touches students on multiple levels. It is embedded with numerous active examples, exercises, quizzes (concept checks), video exercises, and polls throughout the online text to stimulate student learning by making them active participants in the learning process.
    • Because activebook marries print content with dynamic online resources, content is brought to life and available anytime, from anywhere.
  • Extensive Teaching Supplements package—A few of the many items:
    • ALL new videos—Available on DVD, VHS, and online;
    • TWO sets of PowerPoints—Basic (Express) and media rich (Expanded) versions;
    • NEW test generating software—Now just drag and drop;
    • ONE Instructor CD-ROM—All of your core supplements in one place;
    • FREE online course content—For BlackBoard and WebCT users;
    • FREE value-adds for your students—Ask about Value-Packs!


Table of Contents

I. UNDERSTANDING MARKETING AND THE MARKETING PROCESS.

 1. Marketing: Managing Profitable Customer Relationships.

 2. Company and Marketing Strategy: Partnering to Build Customer Relationships.

 3. Marketing in the Digital Age: Making New Customer Connections.

II. DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES.

 4. The Marketing Environment.

 5. Managing Marketing Information.

 6. Consumer Markets and Consumer Buyer Behavior.

 7. Business Markets and Business Buyer Behavior.

 8. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers.

III. DEVELOPING THE MARKETING MIX.

 9. Product, Service, and Branding Strategies.

10. New-Product Development and Product Life-Cycle Strategies.

11. Pricing Considerations and Approaches.

12. Pricing Strategies.

13. Marketing Channels and Supply Management.

14. Retailing and Wholesaling.

15. Integrated Marketing Communication Strategy.

16. Advertising, Sales Promotion, and Public Relations.

17. Personal Selling and Direct Marketing.

IV. MANAGING MARKETING.

18. Creating Competitive Advantage.

19. The Global Marketplace.

20. Marketing and Society: Social Responsibility and Marketing Ethics.

APPENDIXES.

 1. Forecasting Market Demand.

 2. Marketing Math.

Glossary.

Author Index.

Company Index.

Subject Index.



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Reviews

"The ACTIVEBOOK is wonderful. I like how I don't have to carry it around. I think the Active Concept Checks are the best, and I like how there is a link for all of the vocabulary words." — Melanie Newman, Northeastern University student

"I think the best thing about ACTIVEBOOK by Kotler & Armstrong is it gives you more options to study with, instead of just reading through a book page after page." — Rusty Gackle, Florida State University student

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Websites and Online Courses

Companion Website - Kotler, 10/E
Kotler
©2004  |  Prentice Hall  |  On-line Supplement; 0 pp  |  Live
ISBN-10: 0131019600  |  ISBN-13: 9780131019607
More Info

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In this section:

Companion Website - Kotler, 10/E
Kotler
©2004  |  Prentice Hall  |  On-line Supplement; 0 pp  |  Live
ISBN-10: 0131019600  |  ISBN-13: 9780131019607
More Info

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Websites and online courses

Companion Website - Kotler, 10/E
Kotler
©2004  |  Prentice Hall  |  On-line Supplement; 0 pp  |  Live
ISBN-10: 0131019600  |  ISBN-13: 9780131019607
More Info

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Other student resources

Student Video DVD, 10/E
Kotler
©2004  |  Prentice Hall  |  Video  |  Out of Stock
ISBN-10: 0131435035  |  ISBN-13: 9780131435032
More Info


For Principles of Marketing - Two-Year and Four-Year

Video DVD for Introduction to Business
Pearson Education
©2013  |  Prentice Hall  |  DVD  |  Instock
ISBN-10: 0132807270  |  ISBN-13: 9780132807272
More Info


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Websites and Online Courses

Companion Website - Kotler, 10/E
Kotler
©2004  |  Prentice Hall  |  On-line Supplement; 0 pp  |  Live
ISBN-10: 0131019600  |  ISBN-13: 9780131019607
More Info

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