Enhance your students' understanding of the essential contemporary concepts of marketing. Principles of Marketing, 8th European Edition, is a core text for undergraduate and postgraduate marketing courses, covering a wide range of theoretical concepts and practical issues to accurately reflect the fast-moving pace of marketing in the modern world.

Create market value through innovative customer connections and engagement. Principles of Marketing, 8th European Edition , by Kotler et al. covers a wide range of theoretical concepts and practical issues, accurately reflecting the fast-moving pace of marketing in the modern world.

Ideal for both undergraduate and postgraduate marketing programmes, this textbook examines traditional aspects of marketing and blends them with modern and future concepts. This European Edition presents fundamental marketing information within an innovative customer-value framework to help you understand how to create value and build customer relationships.

Key features for this edition include:

• A wealth of examples, illustrating how companies use new digital technologies to maximise customer engagement
• Improved learning design with chapter-opening stories, clear learning outcomes and explanatory author comments on major chapter sections

• New end-of-chapter case studies and video cases help you apply your learning to actual companies
  In a fast-changing, increasingly digital and social marketplace, it is more vital than ever for marketers to develop meaningful connections with their customers. This textbook helps you 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.

  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 a 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 the Marketing 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.

Hongwei He is a Professor of Marketing at Alliance Manchester Business School, University of Manchester, and an Associate Editor for the Journal of Business Research.

Klappentext

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.

Inhalt

Preface

About the authors

Acknowledgements Part 1: Defining Marketing and the Marketing Process

1. Marketing: creating customer value and engagement

2. Company and marketing strategy: partnering to build customer engagement, value and relationships Part 2: Understanding the marketplace and consumers

3. Analysing the marketing environment
4. Managing marketing information to gain customer insights
5. Consumer markets and buyer behaviour

6. Business markets and business buyer behaviour Part 3: Designing a customer value-driven strategy and mix

7. Customer-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 communications strategy
15. Advertising and public relations
16. Personal selling and sales promotion

17. Direct, online, social media and mobile marketing Part 4: Extending Marketing

18. Creating competitive advantage
19. The global marketplace

20. Social responsibility and ethics
    Appendix 1: Marketing plan

    Appendix 2: Marketing by numbers

    Glossary

    Index