The goal of every marketer is to create more value for customers. The authors of this new European Edition have aimed to create more value for the reader by building on a classic marketing text with its well-established customer-value framework and complimenting it with an emphasis throughout the book on sustainable marketing, measuring and managing return on marketing, marketing technologies and marketing around the world.

To help bring marketing to life this book is filled with interesting examples and stories about real companies, such as Amazon, Google, Uber, ASOS and Lego and their marketing practices. This is the place to go for the freshest and most authoritative insights into the increasingly fascinating world of marketing.

Autorentext
Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University. Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. Lloyd C. Harris is Head of Department and Professor of Marketing at Birmingham Business School, University of Birmingham.
His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals. Nigel Piercy, was formerly Professor of Marketing & Strategy, and Associate Dean, at Warwick Business School. He is now a consultant and management writer.

Klappentext

Principles of Marketing

Seventh European Edition

Philip Kotler, Gary Armstrong, Lloyd C. Harris and Nigel Piercy

The goal of every marketer is to create more value for customers. The authors of this new European Edition have aimed to create more value for the reader by building on a classic marketing text with its well-established customer-value framework and complimenting it with an emphasis throughout the book on sustainable marketing, measuring and managing return on marketing, marketing technologies and marketing around the world.

To help bring marketing to life this book is filled with interesting examples and stories about real companies, such as Amazon, Google, Uber, ASOS and Lego and their marketing practices. This is the place to go for the freshest and most authoritative insights into the increasingly fascinating world of marketing.

Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.

Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.

Lloyd C. Harris is Head of Department and Professor of Marketing at Birmingham Business School, University of Birmingham. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals.

Nigel Piercy, was formerly Professor of Marketing & Strategy, and Associate Dean, at Warwick Business School. He is now a consultant and management writer. Recent publications include Marketing Strategy and Competitive Positioning, 6th ed. (with Graham Hooley, Brigitte Nicoulaud and John Rudd) published by Pearson in 2016.

Inhalt

Chapter 1 – Creating Customer Value and Engagement

Chapter 2 – Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and Relationships

Chapter 3 – Analyzing the Marketing Environment

Chapter 4 – Managing Marketing Information to Gain Customer Insights

Chapter 5 – Consumer Markets and Buyer Behaviour

Chapter 6 – Business Markets and Business Buyer Behavior

Chapter 7 – Customer-Driven Marketing Strategy: Creating Value for Target Customers

Chapter 8 – Products, Services, and Brands: Building Customer Value

Chapter 9 – New Product Development and Product Life–Cycle Strategies

Chapter 10 – Understanding and Capturing Customer Value

Chapter 11 – Pricing Strategies

Chapter 12 – Marketing Channels: Delivering Customer Value

Chapter 13 – Retailing and Wholesaling

Chapter 14 – Engaging Customers and Communicating Customer Value Integrated Marketing Communications Strategy

Chapter 15 – Advertising and Public Relations

Chapter 16 – Personal Selling and Sales Promotion

Chapter 17 – Direct, Online, Social Media, and Mobile Marketing

Chapter 18 – Creating Competitive Advantage

Chapter 19 – The Global Marketplace

Chapter 20 – Social Responsibility and Ethics

Appendix 1

Appendix 2