Principles of Marketing 2nd European Edition by Philip Kotler, Gary Armstrong, John Saunders, Veronica Wong ISBN 0132622548 9780132622547

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Product details:
ISBN 10: 0132622548
ISBN 13: 9780132622547
Author: Philip Kotler, Gary Armstrong, John Saunders, Veronica Wong

Principles of Marketing 2nd European Edition Table of contents:

Part 1: Understanding Marketing Management

• Chapter 1: Marketing: Creating and Capturing Customer Value

  • The Role of Marketing in Today’s World
  • Understanding the Marketing Process
  • The Value Proposition and Customer Satisfaction
  • The Marketing Mix

• Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships

  • Strategic Planning and the Marketing Process
  • Defining Company Mission and Objectives
  • Developing a Marketing Strategy
  • Building Customer Relationships

Part 2: Analyzing the Marketing Environment

• Chapter 3: Analyzing the Marketing Environment

  • The Microenvironment and Macroenvironment
  • Factors Shaping the Marketing Environment
  • Understanding Competitors and Market Forces

• Chapter 4: Managing Marketing Information to Gain Customer Insights

  • The Role of Marketing Research
  • Gathering and Analyzing Data
  • Gaining Customer Insights

Part 3: Understanding Consumer and Business Markets

• Chapter 5: Consumer Markets and Consumer Buyer Behavior

  • Understanding Consumer Behavior
  • The Consumer Decision-Making Process
  • Psychological and Social Influences on Consumers

• Chapter 6: Business Markets and Business Buyer Behavior

  • Differences Between Consumer and Business Markets
  • The Business Buying Process
  • Organizational Buying Behavior

Part 4: Customer-Driven Marketing Strategy

• Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers

  • Segmentation and Targeting
  • Positioning and Differentiation
  • Developing a Customer-Driven Marketing Strategy

• Chapter 8: Products, Services, and Brands: Building Customer Value

  • The Concept of Product and Service
  • Product Classifications and Life Cycle
  • Creating and Managing Brands

Part 5: Developing Products and Pricing Strategies

• Chapter 9: Developing New Products and Managing the Product Life Cycle

  • The New Product Development Process
  • The Product Life Cycle
  • Product Decisions and Strategies

• Chapter 10: Pricing Strategies: Understanding and Capturing Customer Value

  • The Role of Pricing in the Marketing Mix
  • Pricing Methods and Strategies
  • Capturing Value through Pricing

• Chapter 11: Additional Pricing Considerations

  • Price Adjustments and Discounts
  • Psychological Pricing
  • Dynamic and Geographic Pricing

Part 6: Delivering Customer Value

• Chapter 12: Marketing Channels: Delivering Customer Value

  • The Role of Marketing Channels
  • Designing and Managing Channels
  • Channel Strategies and Trends

• Chapter 13: Retailing and Wholesaling

  • The Importance of Retailing and Wholesaling
  • Retailer and Wholesaler Types
  • Trends in Retail and Wholesale Marketing

Part 7: Communicating Customer Value

• Chapter 14: Communicating Customer Value

  • Integrated Marketing Communications
  • The Communication Process in Marketing
  • Developing an Integrated Marketing Communication Strategy

• Chapter 15: Advertising and Public Relations

  • The Role of Advertising in Marketing
  • Public Relations and Sponsorship
  • Measuring Advertising Effectiveness

• Chapter 16: Personal Selling and Sales Promotion

  • The Role of Personal Selling in the Marketing Mix
  • Sales Force Management
  • Sales Promotion Techniques

Part 8: Building Customer Relationships and Developing Marketing Programs

• Chapter 17: Direct and Online Marketing: Building Direct Customer Relationships

  • Direct Marketing Strategies
  • Online and Social Media Marketing
  • Building Direct Relationships in the Digital Age

• Chapter 18: Creating Competitive Advantage

  • The Role of Competitive Advantage in Marketing
  • Differentiation and Cost Leadership
  • Building a Sustainable Competitive Advantage

Part 9: The Global Marketplace

• Chapter 19: The Global Marketplace
  • The Importance of Global Marketing
  • Global Marketing Strategies
  • Cultural, Legal, and Economic Factors

Part 10: Sustainable Marketing

• Chapter 20: Sustainable Marketing: Social Responsibility and Ethics
  • The Concept of Sustainable Marketing
  • Corporate Social Responsibility
  • Ethical Issues in Marketing

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