Principles of Marketing, 8th edition
Published by Pearson Higher Education (November 14, 2019) © 2020
- Philip Kotler Northwestern University
- Gary Armstrong University of North Carolina
- Lloyd C. Harris University of Birmingham
- Hongwei He University of Manchester
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Enhance your students' understanding of the essential contemporary concepts of marketing.
Principles of Marketing, 8th European Edition, will support your students' learning in mastering today's key marketing challenge: creating interactive communities of consumers who make products and brands an integral part of their daily lives.
Ideal for undergraduate and postgraduate marketing programmes, this textbook examines the traditional aspects of marketing and blends them with contemporary concepts.
Packed with new examples and improved features, this is the ideal learning resource to offer your students an accurate reflection of the fast-moving pace of marketing in the modern world.
Support your students' learning with the additional resources of this edition's Companion Website.
Hallmark features of this title
A range of learning resources and powerful content for your students, support their understanding of the latest trends in the field.
- The text examines traditional aspects of marketing and blends them with modern and future concepts.
- A wealth of examples illustrate how companies use new digital technologies to maximise customer engagement.
- This European Edition presents fundamental marketing information within an innovative customer-value framework.
- The content reflects the major trends impacting contemporary marketing today, clearly outlining the steps in the marketing process.
New and updated features of this title
Substantial new and revised content makes this text the most reliable teaching and learning tool for your students.
- This latest edition is packed with examples illustrating how companies use new digital technologies to shape brands, experiences, and communities
- Fresh examples throughout the text addressing the latest developments in customer engagement tools, practices and developments including real-time research and customer co-creation product development
- Updated coverage of emergent online, mobile and social media technologies including real-time listening and social selling
A range of new and enhanced features further support your students' learning.
- Improved learning design with chapter-opening stories, clear learning outcomes and explanatory author comments on major chapter sections
- New end-of-chapter case studies and video cases to apply learning to actual companies.
- Increased coverage of sustainable marketing and global marketing
Preface
About the authors
Acknowledgements
Part 1: Defining Marketing and the Marketing Process
- Marketing: creating customer value and engagement
- Company and marketing strategy: partnering to build customer engagement, value and relationships
Part 2: Understanding the marketplace and consumers
- Analysing the marketing environment
- Managing marketing information to gain customer insights
- Consumer markets and buyer behaviour
- Business markets and business buyer behaviour
Part 3: Designing a customer value-driven strategy and mix
- Customer-driven marketing strategy: creating value for target customers
- Products, services and brands: building customer value
- Developing new products and managing the product life cycle
- Pricing: understanding and capturing customer value
- Pricing strategies: additional considerations
- Marketing channels: delivering customer value
- Retailing and wholesaling
- Engaging consumers and communicating customer value: integrated marketing communications strategy
- Advertising and public relations
- Personal selling and sales promotion
- Direct, online, social media and mobile marketing
Part 4: Extending Marketing
- Creating competitive advantage
- The global marketplace
- Social responsibility and ethics
Appendix 1: Marketing plan
Appendix 2: Marketing by numbers
Glossary
Index
Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.
Gary Armstrong is a Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.
Lloyd C. Harris is Head of the Marketing Department and Professor of Marketing at Birmingham Business School, University of Birmingham. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals.
Hongwei He is a Professor of Marketing at Alliance Manchester Business School, University of Manchester, and an Associate Editor for the Journal of Business Research.
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