Marketing, 9th edition

Published by Pearson (September 12, 2012) © 2013

  • Philip Kotler Northwestern University
  • Suzan Burton University of Western Sydney
  • Ken Deans University of Otago
  • Linden Brown University of New South Wales , University of Technology, Sydney
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Title overview

Australian edition

Today's marketers are challenged to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives in a dynamic world.

Marketing, in its 9th Australian edition, continues to be the authoritative principles of marketing resource, delivering holistic, relevant, cutting edge content in new and exciting ways.

Kotler delivers the theory that will form the cornerstone of your marketing studies, and shows you how to apply the concepts and practices of modern marketing science. Comprehensive and complete, written by industry-respected authors, this will serve as a perennial reference throughout your career. 

Table of contents

  • PART 1 THE STRATEGIC MARKETING PROCESS
  • Chapter 1 Marketing: Creating superior customer value
  • Chapter 2 Marketing: Delivering and capturing value
  • Chapter 3 Strategic planning and marketing
  • Chapter 4 Marketing strategies for competitive advantage
  • PART 2 UNDERSTANDING THE MARKET
  • Chapter 5 The global marketing environment
  • Chapter 6 Information management and marketing research
  • Chapter 7 Consumer behaviour
  • Chapter 8 Business-to-business behaviour
  • PART 3 IMPLEMENTING A CUSTOMER-DRIVEN STRATEGY
  • Chapter 9 Market segmentation, targeting and positioning
  • Chapter 10 Products and services marketing
  • Chapter 11 New products
  • Chapter 12 Pricing for value
  • Chapter 13 Marketing channels and logistics networks
  • Chapter 14 Retailing and wholesaling
  • Chapter 15 Advertising and public relations
  • Chapter 16 Sales promotion and selling
  • Chapter 17 Direct and online marketing
  • PART 4 EXTENDING MARKETING
  • Chapter 18 Tapping into markets across the globe
  • Chapter 19 Responsible marketing
  • Appendix 1 The marketing plan
  • Appendix 2 Marketing by the numbers
  • Answers to self-check questions
  • Glossary
  • Index

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