Description
Principles of Marketing, 8th European Edition, by Kotler et al. admirably covers a wide range of theoretical concepts and practical issues and accurately reflects the fast-moving pace of marketing in the modern world – examining traditional aspects of marketing and blending them with modern and future concepts. The authors of this European Edition present fundamental marketing information within an innovative customer-value framework, to help students understand how to create value and build customer relationships. In a fast-changing, increasingly digital and social marketplace, it is more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing, 8th European Edition, helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. Preface About the authors Acknowledgements Part 1: Defining Marketing and the Marketing Process Marketing: creating customer value and engagement Company and marketing strategy: partnering to build customer engagement, value and relationships Part 2: Understanding the marketplace and consumers Analysing the marketing environment Managing marketing information to gain customer insights Consumer markets and buyer behaviour Business markets and business buyer behaviour Part 3: Designing a customer value-driven strategy and mix Customer-driven marketing strategy: creating value for target customers Products, services and brands: building customer value Developing new products and managing the product life cycle Pricing: understanding and capturing customer value Pricing strategies: additional considerations Marketing channels: delivering customer value Retailing and wholesaling Engaging consumers and communicating customer value: integrated marketing communications strategy Advertising and public relations Personal selling and sales promotion Direct, online, social media and mobile marketing Part 4: Extending Marketing Creating competitive advantage The global marketplace Social responsibility and ethics Appendix 1: Marketing plan Appendix 2: Marketing by numbers Glossary Index
