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.
Preface About the authors Acknowledgements Ch1: Marketing: creating customer value and engagement Ch2: Company and marketing strategy: partnering to build customer engagement, value and relationships Ch3 Analysing the marketing environment Ch4 Managing marketing information to gain customer insights Ch5 Consumer markets and buyer behaviour Ch6 Business markets and business buyer behaviour Ch7 Customer-driven marketing strategy:creating value for target customers Ch8 Products, services and brands: building customer value Ch9 Developing new products and managing the product life cycle Ch10 Pricing: understanding and capturing customer value Ch11 Pricing strategies: additional considerations Ch12 Marketing channels: delivering customer value Ch13 Retailing and wholesaling Ch14 Engaging consumers and communicating customer value: integrated marketing communications strategy Ch15 Advertising and public relations Ch16 Personal selling and sales promotion Ch17 Direct, online, social media and mobile marketing Ch18 Creating competitive advantage Ch19 The global marketplace Ch20 Social responsibility and ethics Appendix 1: Marketing plan Appendix 2: Marketing by numbers Glossary Index
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