Description
New in the sixth edition
We’ve thoroughly revised the sixth European edition of Principles of Marketing to reflect the major trends and forces impacting marketing in this era of customer value and relationships. Here are just some of the major and continuing changes you’ll find in this edition:
• New coverage in every chapter of the sixth edition shows how companies and consumers are dealing with marketing and the uncertain economy in the aftermath of the recent economic downturn. Starting with a major new section in Chapter 1 and continuing with new sections, discussions and examples integrated throughout the text, the new edition shows how, now more than ever, marketers must focus on creating customer value and sharpening their value propositions to serve the needs of today’s more frugal consumers. At the end of each chapter, a new feature – Marketing and the Economy – provides real examples for discussion and learning.
• Throughout the sixth edition, you will find revised coverage of the rapidly changing nature of customer relationships with companies and brands. Today’s marketers aim to create deep consumer involvement and a sense of community surrounding a brand – to make the brand a meaningful part of consumers’ conversations and their lives. Today’s new relation-ship-building tools include everything from websites, blogs, in-person events and video sharing to online communities and social networks such as Facebook, YouTube, Twitter or a company’s own social networking sites.
• The sixth edition contains new material on the continuing trend toward two-way interac-tions between customers and brands, including such topics as customer-managed rela-tionships, crowdsourcing and consumer-generated marketing. Today’s customers are giving as much as they get in the form of two-way relationships (Chapter 1), a more active role in providing customer insights (Chapter 4), crowdsourcing and shaping new products (Chapter 9), consumer-generated marketing content (Chapter 1, 14 and 15), developing or passing along brand messages (Chapters 1 and 15), interacting in customer communities (Chapters 5, 15 and 17), and other developments.
• Marketing by the Numbers appendix. An innovative Appendix 2 provides students with a comprehensive introduction to the marketing financial analysis that helps to guide, assess and support marketing decisions.
• Throughout every chapter of the sixth European edition we have included examples and illustrations that are relevant to today’s marketer in Europe with an international perspective.
More than ever before, the sixth European edition of Principles of Marketing creates value for you – it gives you all you need to know about marketing in an effective and enjoyable total learning package!