Principles of Marketing

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Pearson Prentice Hall, 2012 - 613 sayfa
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This book aims to show how to create value and gain loyal customers. The work is organized around a customer-value framework. Students may learn how to create customer value and build customer relationships. The author defends that the changing nature of consumer expectations means that marketers must learn how to build communities in addition to brand loyalty. Table of contents - 1. Marketing - Creating and Capturing Customer Value; 2. Company and Marketing Strategy - Partnering to Build Customer Relationships; 3. Analyzing the Marketing Environment; 4. Managing Marketing Information to Gain Customer Insights; 5. Consumer Markets and Consumer Buyer Behavior; 6. Business Markets and Business Buyer Behavior; 7. Customer-Driven Marketing Strategy - Creating Value for Target Customers; 8. Products, Services, and Brands - Building Customer Value; 9. Developing New Products and Managing the Product Life Cycle; 10. Pricing Strategies - Understanding and Capturing Customer Value; 11. Additional Pricing Considerations; 12. Marketing Channels - Delivering Customer Value; 13. Retailing and Wholesaling; 14. Communicating Customer Value; 15. Advertising and Public Relations; 16. Personal Selling and Sales Promotion; 17. Direct and Online Marketing - Building Direct Customer Relationships; 18. Creating Competitive Advantage; 19. The Global Marketplace; 20. Sustainable Marketing - Social Responsibility and Ethics.

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Yazar hakkında (2012)

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." Dr. Kotler is currently one of Kotler Marketing Group's several consultants.

He is known to many as the author of what is widely recognized as the most authoritative textbook on marketing: "Marketing Management", now in its 13th edition. He has also authored or co-authored dozens of leading books on marketing: "Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism;" and "The Marketing of Nations."

Dr. Kotler presents continuing seminars on leading marketing concepts and developments to companies and organizations in the U.S., Europe and Asia. He participates in KMG client projects and has consulted to many major U.S. and foreign companies--including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, and Motorola--in the areas of marketing strategy and planning, marketing organization, and international marketing.

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