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International Marketing Summary of ALL CHAPTERS 1–19

This is a summary for the course International Marketing for International Business at the Unversity of Groningen.

The summary is 40 pages long and covers the material for the 17th edition of the book Principles of Marketing by Gary Armstrong and Philip Kotler.

This summary covers the following 19 chapters:
1. Marketing: Creating Customer Value and Engagment
2. Company and Marketing Strategy: Partnering to Build Customer Engagment, Value and Relationships
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
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
18. Creating Competitive Advantage
19. The Global Marketplace

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Victoria Giebink

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