Résumés Principles of Marketing

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Summary of chapters 1-3, 5-12, 14-16, 18 & 19 from Principles of Marketing by Kotler & Armstrong. Covers all material needed for the final exam of the course Marketing for E&BE in the programme Economics & Business Economics at the University of Groningen.

(Chpt.1) Creating Customer Value and Engagement Introduction to Principles of Marketing

(Chpt.2) Partnering to Build Customer Engagement, Value, and Relationships

(Chpt.3) Analysing The Marketing Environment

Customer Value-Driven Marketing Strategy Creating Value for Target Customers

(Chpt.8) Products, Services, and Brands

(Chpt.9) Developing New Products and Managing The Product Life Cycle

(Chpt.10) Pricing: Understanding and Capturing Customer Value