Description
Learn how to create value and gain loyal customers.
Principles of Marketing helps current and aspiring marketers master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Presenting fundamental marketing information within an innovative customer-value framework, the book helps readers understand how to create value and gain loyal customers.
The fifteenth edition has been thoroughly revised to reflect the major trends and forces impacting marketing in this era of customer value and high-tech customer relationships. Emphasizing the great role that technology plays in contemporary marketing, it’s packed with new stories and examples illustrating how companies employ technology to gain competitive advantage—from traditional marketing all-stars such as P&G and McDonald’s to new-age digital competitors such as Apple and Google.
Contents:
Part 1 Defining Marketing and the Marketing Process 24
1 Marketing: Creating and Capturing Customer Value 24
2 Company and Marketing Strategy: Partnering to Build Customer Relationships 60
Part 2 Understanding the Marketplace and Consumers 90
3 Analyzing the Marketing Environment 90
4 Managing Marketing Information to Gain Customer Insights 122
5 Consumer Markets and Consumer Buyer Behavior 156
6 Business Markets and Business Buyer Behavior 188
Part 3 Designing a Customer-Driven Strategy and Mix 212
7 Customer-Driven Marketing Strategy: Creating Value for Target Customers 212
8 Products, Services, and Brands: Building Customer Value 246
9 New-Product Development and Product Life-Cycle Strategies 282
10 Pricing: Understanding and Capturing Customer Value 310
11 Pricing Strategies: Additional Considerations 334
12 Marketing Channels: Delivering Customer Value 360
13 Retailing and Wholesaling 394
14 Communicating Customer Value: Integrated Marketing Communications Strategy 426
15 Advertising and Public Relations 454
16 Personal Selling and Sales Promotion 482
17 Direct and Online Marketing: Building Direct Customer Relationships 514
Part 4 Extending Marketing 546
18 Creating Competitive Advantage 546
19 The Global Marketplace 572
20 Sustainable Marketing: Social Responsibility and Ethics 602