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Principles of marketing

Author: Philip Kotler; Gary Armstrong; Lloyd Harris; Nigel Piercy
Publisher: Harlow, England : Pearson, 2013.
Edition/Format:   Print book : English : 6th European editionView all editions and formats
Summary:
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 you 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  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Philip Kotler; Gary Armstrong; Lloyd Harris; Nigel Piercy
ISBN: 9780273742975 0273742973 0273743155 9780273743156
OCLC Number: 827266804
Notes: Previous edition: Harlow: Financial Times Prentice Hall, 2008.
Description: xxx, 683 pages : illustrations ; 28 cm
Contents: Contents Guided tourA message from the authorsPrefaceAcknowledgementsAbout the authorsPublisher' acknowledgements Part 1 Defining marketing and the marketing processChapter 1 Marketing: creating and capturing customer valueChapter previewObjective outlineWhat is marketing?Marketing defined The marketing processUnderstanding the marketplace and customer needsCustomer needs, wants and demands Market offerings - products, services and experiences Customer value and satisfaction Exchanges and relationships Markets Designing a customer-driven marketing strategySelecting customers to serve Choosing a value proposition Marketing management orientations Preparing an integrated marketing plan and program Building customer relationships Customer relationship management (CRM)The changing nature of customer relationships Partner relationship management Capturing value from customers Creating customer loyalty and retention Growing share of customer Building customer equity The changing marketing landscape The uncertain economic environment The digital age Rapid globalisation Sustainable marketing - the call for more social responsibility The growth of not-for-profit marketing So, what is marketing? Pulling it all together Reviewing objectives and key termsNavigating the key termsDiscussing & applying the conceptsDiscussing the conceptsApplying the conceptsFocus on technology Focus on ethics Marketing & the economy Marketing by the numbersVideo case: ReferencesCompany case: Pegasus Airlines: delighting a new type of travelling customer Chapter 2 Company and marketing strategy: partnering to build customer relationshipsChapter previewObjective outlineCompany-wide strategic planning: defining marketing's role Defining a market-oriented mission Setting company objectives and goals Designing the business portfolio Planning marketing: partnering to build customer relationshipsPartnering with other company departments Partnering with others in the marketing system Marketing strategy and the marketing mix Customer-driven marketing strategy Developing an integrated marketing mix Managing the marketing effort Marketing analysis Marketing planning Marketing implementation Marketing department organisation Marketing control Measuring and managing return on marketing investment Reviewing objectives and key termsNavigating the key termsDiscussing & applying the conceptsDiscussing the conceptsApplying the conceptsFocus on technology Focus on ethics Marketing & the economy Marketing by the numbersVideo case: Live Nation ReferencesCompany case: Lego: one more brick in the wall? Part 2: Understanding the marketplace and consumers Chapter 3 Analysing the marketing environmentChapter previewObjective outlineThe microenvironment The company Suppliers Marketing intermediaries Competitors Publics Customers The macroenvironment The demographic environment The economic environment The natural environment The technological environment The political and social environment The cultural environment Responding to the marketing environment Reviewing objectives and key termsNavigating the key termsDiscussing & applying the conceptsDiscussing the conceptsApplying the conceptsFocus on technology Focus on ethics Marketing & the economy Marketing by the numbersVideo case: TOMS shoes ReferencesCompany case: The era of cheap chic for Primark Chapter 4 Managing marketing information to gain customer insights Chapter previewObjective outlineMarketing information and customer insights Assessing marketing information needs Developing marketing information Internal data Competitive marketing intelligence Marketing research Defining the problem and research objectives Developing the research plan Gathering secondary data Primary data collection Implementing the research plan Interpreting and reporting the findings Analysing and using marketing information Customer relationship management Distributing and using marketing information Other marketing information considerations Marketing research in small businesses and non-profit organisations International marketing research Public policy and ethics in marketing research Reviewing objectives and key termsNavigating the key termsDiscussing & applying the conceptsDiscussing the conceptsApplying the conceptsFocus on technology Focus on ethics Marketing & the economy Marketing by the numbersVideo case: Radian6ReferencesCompany case: Nestle, L'Oreal, Britvis, SABMiller: everybody wants to get close to their customers Chapter 5 Consumer markets and consumer buyer behaviourChapter previewObjective outlineModel of consumer behaviour Characteristics affecting consumer behaviourCultural factors Social factors Personal factors Psychological factors Types of buying decision behaviour Complex buying behaviour Dissonance-reducing buying behaviour Habitual buying behaviour Variety-seeking buying behaviour The buyer decision process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behaviour The buyer decision process for new products Stages in the adoption process Individual differences in innovativeness Influence of product characteristics on rate of adoption Reviewing objectives and key terms Navigating the key termsDiscussing & applying the conceptsDiscussing the conceptsApplying the conceptsFocus on technology Focus on ethics Marketing & the economy Marketing by the numbersVideo case: Radian6ReferencesCompany case: Porsche: guarding the old while bringing in the new Chapter 6 Business markets and business buyer behaviour Chapter previewObjective outlineBusiness markets Market structure and demand Nature of the buying unit Types of decisions and the decision process Business buyer behaviour Major type of buying situations Participants in the business buying process Major influences on business buyers The business buying process E-procurement: buying on the Internet Institutional and government markets Institutional markets Government markets Reviewing objectives and key termsNavigating the key termsDiscussing & applying the conceptsDiscussing the conceptsApplying the conceptsFocus on technology Focus on ethics Marketing & the economy Marketing by the numbersVideo case: EatonReferencesCompany case: Cisco Systems: solving business problems through collaboration Part 3: Designing a customer-driven strategy and mix Chapter 7 Customer-driven marketing strategy: creating value for target customers Chapter previewObjective outlineMarket segmentationSegmenting consumer markets Segmenting business markets Segmenting international markets Requirements for effective segmentation Market targeting Evaluating market segments Selecting target market segments Differentiation and positioning Positioning maps Choosing a differentiation and positioning strategy Communicating and delivering the chosen position Reviewing objectives and key terms Navigating the key termsDiscussing & applying the conceptsDiscussing the conceptsApplying the conceptsFocus on technology Focus on ethics Marketing & the economy Marketing by the numbersVideo case: MeredithReferencesCompany case: Starbucks: just who is the Starbucks customer? Chapter 8 Products, services and brands: building customer value Chapter previewObjective outlineWhat is a product? Products, services and experiences Levels of product and services Product and service classifications Product and service decisions Individual product and service decisions Product line decisions Product mix decisions Services marketing The nature and characteristics of a service Marketing strategies for service firms Branding strategy: building strong brands Brand equity Building strong brands Managing brands Reviewing objectives and key termsNavigating the key termsDiscussing & applying the conceptsDiscussing the conceptsApplying the conceptsFocus on technology Focus on ethics Marketing & the economy Marketing by the numbersVideo case: General Mills - GoGurtReferencesCompany case: John Lewis: middle England's retailer of choice Chapter 9 Developing new products and managing the product Chapter previewObjective outlineNew-product development strategy The new-product development process Idea generation Idea screening Concept development and testing Marketing strategy development Business analysis Product development Test marketing Commercialisation Managing new-product development Customer-centred new-product development Team-based new-product development Systematic new-product development New-product development in turbulent times Product life-cycle strategies Introduction stage Growth stage Maturity stage Decline stage Additional product and service considerations Product decisions and social responsibility International product and services marketing Reviewing objectives and key termsNavigating the key termsDiscussing & applying the conceptsDiscussing the conceptsApplying the conceptsFocus on technology Focus on ethics Marketing & the economy Marketing by the numbersVideo case: General Mills - FiberOne ReferencesCompany case: Reckitt Benckiser: building a brand powerhouse Chapter 10 Pricing strategies: understanding and capturing customer value Chapter previewObjective outlineWhat is a price? Major pricing strategies Customer value-based pricing Cost-based pricing Competition-based pricing Other internal and external considerations affecting price decisions Overall marketing strategy, objectives and mix Organisational considerations The market and demand The economy Other external factors Reviewing objectives and key termsNavigating the key termsDiscussing & applying the conceptsDiscussing the conceptsApplying the conceptsFocus on technology Focus on ethics Marketing & the economy Marketing by the numbersVideo case: IkeaReferencesCompany case: Tesco: every little (pricing strategy) helps? Chapter 11 Additional pricing considerations Chapter previewObjective outlineNew product pricingMarket-skimming pricing Market-penetration pricing Product mix pricingProduct line pricing Optional product pricing Captive product pricing By-product pricing Product bundle pricing Price adjustments Discount and allowance pricing Segmented pricing Psychological pricing Promotional pricing Geographical pricing Dynamic pricing International pricing Price changes Initiating price changes Responding to price changes Public policy and marketing Pricing within channel levels Pricing across channel levels Reviewing objectives and key termsNavigating the key termsDiscussing & applying the conceptsDiscussing the conceptsApplying the conceptsFocus on technology Focus on ethics Marketing & the economy Marketing by the numbersVideo case: Land RoverReferencesCompany case: Radiohead: pricing strategy and the music industry Chapter 12 Marketing channels: delivering customer value Chapter previewObjective outlineSupply chains and the value delivery network The nature and importance of marketing channels How channel members add value Number of channel levels Channel behaviour and organisation Channel behaviour Vertical marketing systems Horizontal marketing systems Multi-channel distribution systems Changing channel organisation Channel design decisions Analysing consumer needs Setting channel objectives Identifying major alternatives Evaluating the major alternatives Designing international distribution channels Channel management decisions Selecting channel members Managing and motivating channel members Evaluating channel members Public policy and distribution decisions Marketing logistics and supply chain management Nature and importance of marketing logistics Goals of the logistics system Major logistics functions Integrated logistics management Reviewing objectives and key termsNavigating the key termsDiscussing & applying the conceptsDiscussing the conceptsApplying the conceptsFocus on technology Focus on ethics Marketing & the economy Marketing by the numbersVideo case: ProgressiveReferencesCompany case: Netflix: disintermediator or disintermediated? Chapter 13 Retailing and wholesaling Chapter previewObjective outlineRetailing Types of retailers Retailer marketing decisions Retailing trends and developments Wholesaling Types of wholesalers Wholesaler marketing decisions Trends in wholesaling Reviewing objectives and key termsNavigating the key termsDiscussing & applying the conceptsDiscussing the conceptsApplying the conceptsFocus on technology Focus on ethics Marketing & the economy Marketing by the numbersVideo case: Aappos.comReferencesCompany case: Auchen: maybe Walmart is not unbeatable after all? Chapter 14 Communicating customer value: integrated marketing communications strategy Chapter previewObjective outlineThe promotion mix Integrated marketing communications The new marketing communications model The need for integrated marketing communications A view of the communication process Steps in developing effective marketing communication Identifying the target audience Determining the communication objectives Designing a message Choosing media Selecting the message source Collecting feedback Setting the total promotion budget and mix Setting the total promotion budget Shaping the overall promotion mix Integrating the promotion mix Socially responsible marketing communication Advertising and sales promotion Personal selling Reviewing objectives and key termsNavigating the key termsDiscussing & applying the conceptsDiscussing the conceptsApplying the conceptsFocus on technology Focus on ethics Marketing & the economy Marketing by the numbersReferencesCompany case: pepsi: can a soda really make the world a better place? Chapter 15 Advertising and public relations Chapter previewObjective outlineAdvertising Setting advertising objectives Setting the advertising budget Developing advertising strategy Evaluating advertising effectiveness and the return on advertising investment Other advertising considerations Public relations The role and impact of PRMajor PR tools Reviewing objectives and key termsNavigating the key termsDiscussing & applying the conceptsDiscussing the conceptsApplying the conceptsFocus on technology Focus on ethics Marketing & the economy Marketing by the numbersVideo case: E*tradeReferencesCompany case: The mighty meercats: simples! 16 Personal selling and sales promotion Chapter previewObjective outlinePersonal selling The nature of personal selling The role of the sales force Managing the sales force Designing the sales force strategy and structure Recruiting and selecting salespeople Training salespeople Compensating salespeople Supervising and motivating salespeople Evaluating salespeople and sales force performance The personal selling process Steps in the selling process Personal selling and managing customer relationships Sales promotion The rapid growth of sales promotion Sales promotion objectives Major sales promotion tools Developing the sales promotion program Reviewing objectives and key termsNavigating the key termsDiscussing & applying the conceptsDiscussing the conceptsApplying the conceptsFocus on technology Focus on ethics Marketing & the economy Marketing by the numbersVideo case: Nestle Waters ReferencesCompany case: HP: overhauling a vast corporate sales force Chapter 17 Direct and online marketing: building direct customer relationships Chapter previewObjective outlineThe new direct-marketing model Growth and benefits of direct marketing Benefits to buyers Benefits to sellers Customer databases and direct marketing Forms of direct marketing Direct-mail marketing Catalogue marketing Telephone marketing Direct-response television marketing Kiosk marketing New digital direct-marketing technologies Online marketing Marketing and the Internet Online marketing domains Setting up an online marketing presence Public policy issues in direct marketing Irritation, unfairness, deception and fraud Invasion of privacy A need for action Reviewing objectives and key termsNavigating the key termsDiscussing & applying the conceptsDiscussing the conceptsApplying the conceptsFocus on technology Focus on ethics Marketing & the economy Marketing by the numbersVideo case: Zappos.comReferencesCompany case: Ocada - taking on the Internet giants direct Part 4: Extending marketing Chapter 18 Creating competitive advantage Chapter previewObjective outlineCompetitor analysis Identifying competitors Assessing competitors Selecting competitors to attack and avoid Designing a competitive intelligence system Competitive strategies Approaches to marketing strategy Basic competitive strategies Competitive positions Market leader strategies Market challenger strategies Market follower strategies Market nicher strategies Balancing customer and competitor orientations Reviewing objectives and key termsNavigating the key termsDiscussing & applying the conceptsDiscussing the conceptsApplying the conceptsFocus on technology Focus on ethics Marketing & the economy Marketing by the numbersVideo case: Umpqua bank Company case: Amazon's Kindle Fire versus Apple's iPad: let battle commence! Chapter 19 The global marketplace Chapter previewObjective outlineGlobal marketing todayLooking at the global marketing environment The international trade system Economic environment Political-legal environment Cultural environment Deciding whether to go global Deciding which markets to enter Deciding how to enter the market Exporting Joint venturing Direct investment Deciding on the global marketing program Product Promotion Price Distribution channels Deciding on the global marketing organisation Reviewing objectives and key termsNavigating the key termsDiscussing & applying the conceptsDiscussing the conceptsApplying the conceptsFocus on technology Focus on ethics Marketing & the economy Marketing by the numbersVideo case: Monster ReferencesCompany case: Nokia: envisioning a connected world Chapter 20 Sustainable marketing: social responsibility and ethics Chapter previewObjective outlineSustainable marketing Social criticisms of marketing Marketing's impact on individual consumers Marketing's impact on society as a whole Marketing's impact on other businesses Consumer actions to promote sustainable marketing Consumerism Environmentalism Public actions to regulate marketing Business actions toward sustainable marketing Sustainable marketing principles Marketing ethics The sustainable company Reviewing objectives and key termsNavigating the key termsDiscussing & applying the conceptsDiscussing the conceptsApplying the conceptsFocus on technology Focus on ethics Marketing & the economy Marketing by the numbersVideo case: Land RoverReferencesCompany case: international paper: combining industry andsocial responsibility Appendix 1: Marketing plan Appendix 2: Marketing by the numbers GlossaryIndex
Responsibility: Philip Kotler, Gary Armstrong, Lloyd Harris, Nigel F. Piercy.
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Abstract:

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 you 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, 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 [4ème p. de couv.].

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