Principles of Marketing

Front Cover
Prentice Hall, 2010 - Business & Economics - 613 pages
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Today’s marketing challenge is creating vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Learn how to create value and gain loyal customers. Kotler/Armstrong is a comprehensive, classic principles text organized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer relationships. The changing nature of consumer expectations means that marketers must learn how to build communities in addition to brand loyalty. The thirteenth edition of Kotler/Armstrong has been fully updated and redesigned to make the book easier to use. Chapters now contain opening vignettes and accompanying outlines to help students study.
Defining Marketing and the Marketing Process; Understanding the Marketplace and Consumers; Designing a Customer-Driven Marketing Strategy and Marketing Mix; Extending Marketing--global marketing, ethics, competitive advantage
 Today’s marketers need to make use of all the latest technologies in order to find and capture their market. By creating customer value and building an interactive community, they can develop lasting and profitable relationships with consumers.

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Contents

Defining Marketing ond the Morkehng Process
2
Partnering to Build Customer
46
Understondmg the Morketploce and Consumers
64
Copyright

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About the author (2010)

Philip Kotler, widely considered to be the world's leading marketing guru, is the S.C. Johnson Distinguished Professor of International Marketing at Kellogg Graduate School of Management at Northwestern University. He is the author and co-author of sixteen books, including Marketing Management, Marketing of Nations and Kotler on Marketing. He also acts as a consultant to many major multinationals and has lectured extensively in Asia and North America. Hermawan Kartajaya is Leading Service Officer of MarkPlus & Co., a strategy consulting firm in Indonesia. He is also the President of Asia-Pacific Marketing Federation (APMF, 1998-2000) and the Vice-Chairman of the World Marketing Association (WMA, 1999-2000). His Sustainable Marketing Enterprise model provides the foundation for building both sustainable economies and companies. He has helped many leading Asian companies create sustainable strategies in the past decade. Additional case studies were contributed by Michael Alan Hamlin, author of The New Asian Corporation and managing director of Team Asia, a business consulting group and speaker's bureau.

Gary Armstrong is a Reader in the School of Sport and Education, Brunel University, London, and author of "Football Hooligans "(Berg). Alberto Testa is a Lecturer in the Social Sciences of Sport at Brunel University, London.

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