Description
Book SynopsisAbout Our Authors
As a team, Philip Kotler, Gary Armstrong and Sridhar Balasubramanian provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Kotler is one of the world's leading authors in marketing. Professors Armstrong and Balasubramanian are award-winning teachers and researchers. Together, they make the complex world of marketing practical, approachable, and enjoyable.
Philip Kotler is a Professor Emeritus of Marketing at the Kellogg School of Management, Northwestern University. He received his master's degree at the University of Chicago and his Ph.D at M.I.T., both in Economics.
He has authored more than 60 books and published more than 150 articles in leading journals. He has also been a consultant to major US and foreign companies, including IBM, General Electric, and Michelin, and has served as a member of many advisory boards. He has travelled and lectured extensively throughout Europe, Asia,
Table of Contents
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 Consumer Value
- Analyzing the Marketing Environment
- Managing Marketing Information to Gain Customer Insights
- Consumer Markets and Buyer Behavior
- Business Markets and Business Buyer Behavior
PART 3: Designing a Customer Value-Driven Strategy and Mix
- Customer Value-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
- Digital Marketing
PART 4: Extending Marketing
- Creating Competitive Advantage
- The Global Marketplace
- Sustainable Marketing: Social Responsibility and Ethics
Appendices
- Marketing Plan
- Marketing by the Numbers
- Careers In Marketing
