Principles of Marketing

by Kotler, Philip; Armstrong, Gary

• ISBN13: 9780130263124
• ISBN10: 0130263125
• Edition: 9th
• Format: Hardcover
• Copyright: 2005-07-26
• Publisher: Prentice Hall

Summary

The 12th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined, "Principles of Marketing" tells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field. Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace. An excellent tool for anyone in marketing and sales, whether self- or corporate- employed.

Table of Contents

I UNDERSTANDING MARKETING AND THE MARKETING PROCESS	3	(129)
Marketing in a Changing World: Creating Customer Value and Satisfaction	3	(42)
Strategic Planning and the Marketing Process	45	(40)
The Marketing Environment	85	(44)
II DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES	129	(160)
Marketing Research and Information Systems	129	(40)
Consumer Markets and Consumer Buyer Behavior	169	(42)
Business Markets and Business Buyer Behavior	211	(32)
Market Segmentation, Targeting, and Positioning for Competitive Advantage	243	(46)
III DEVELOPING THE MARKETING MIX	289	(376)
Product and Services Strategy	289	(46)
New-Product Development and Product Life-Cycle Strategies	335	(34)
Pricing Products: Pricing Considerations and Approaches	369	(28)
Pricing Products: Pricing Strategies	397	(32)
Distribution Channels and Logistics Management	429	(42)
Retailing and Wholesaling	471	(38)
Integrated Marketing Communications Strategy	509	(32)
Advertising, Sales Promotion, and Public Relations	541	(38)
Personal Selling and Sales Management	579	(36)
Direct and Online Marketing: The New Marketing Model	615	(50)
IV MANAGING MARKETING	665
Competitive Strategies: Attracting, Retaining, and Growing Customers	665	(42)
The Global Marketplace	707	(40)
Marketing and Society: Social Responsibility and Marketing Ethics	747
Appendix 1: Measuring and Forecasting Demand	A-1
Appendix 2: Marketing Arithmetic	A-9
Appendix 3: Careers in Marketing	A-16
Glossary	G-1
Credits	C-1
Subject Index	I-1
Name/Organization/Brand/Company Index	12