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Full Description
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.
Contents
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
