Philip Kotler - Principles of Marketing

Principles of MarketingMyLab and Mastering, Pearsons leading online learning products, deliver customisable content and highly personalised study paths, responsive learning tools, and real-time evaluation and diagnostics. Used by over ten million students and educators across the globe, MyLab and Mastering products give educators the ability to move each student toward the moment that matters mostthe moment of true understanding and learning. For students Personalised study plan: MyMarketingLab gives you the opportunity to test yourself on key con cepts and skills, and generates a study plan based on topics you have not yet mastered. The study plan links to interactive exercises with guidance, to give you help when you need it most. Pearson etext: the Pearson eText gives students access to an ebook that can be used on the go, and allows them to highlight, search and take notes as they read online. Access to the ebook depends on the package the student has bought.

Mini simulations: move beyond the basics with interactive simulations that place you in a realistic marketing situation and require you to make decisions based on marketing concepts. Videos: interviews with top executives and marketing managers from a wide range of companies, including many of the ones youll read about in this book, provide you with the opportunity to test your knowledge and apply the theory to real-world scenarios. For educators Online assignments, tests, quizzes: you can easily create homework assignments, quizzes or tests and assign these to students. Incentivised reading: easily assign chapters from the eText and monitor student interaction with resources. Gradebook: assignments are automatically graded and visible at a glance. Instructors Manual and PowerPoint slides: additional instructor material is also available from www.pearsoned.co.uk/kotler Register now to benefit from these resources A student access code card may have been included with your textbook at a reduced cost.

If you do not have an access code, you can you can buy access online. To buy access or register with your code, visit www.mymktlab.com For educator access, contact your Pearson account manager. A01_KOTL2975_06_SE_FM.indd 1 15/03/13 2:48 PM A01_KOTL2975_06_SE_FM.indd 2 15/03/13 2:48 PM 6th European Edition Philip Kotler Gary Armstrong Lloyd C. Harris Nigel Piercy Principles of A01_KOTL2975_06_SE_FM.indd 3 15/03/13 2:48 PM Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearson.com/uk First European edition published 1996 by Prentice Hall Europe (print) Second European edition published 1999 (print) Third European edition published 2001 by Pearson Education (print) Fourth European edition published 2005 (print) Fifth European edition published 2008 (print) Sixth European edition published 2013 (print and electronic) Prentice Hall Europe 1996, 1999 (print) Pearson Education Limited 2013 (print and electronic) The rights of Philip Kotler, Gary Armstrong, Lloyd C. Harris and Nigel Piercy to be identified as authors of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988. The print publication is protected by copyright.

Prior to any prohibited reproduction, storage in a retrieval system, distribution or transmission in any form or by any means, electronic, mechanical, recording or other wise, permission should be obtained from the publisher or, where applicable, a licence permitting restricted copying in the United Kingdom should be obtained from the Copyright Licensing Agency Ltd, Saffron House, 610 Kirby Street, London EC1N 8TS. The ePublication is protected by copyright and must not be copied, reproduced, transferred, distributed, leased, licensed or publicly performed or used in any way except as specifically permitted in writing by the publishers, as allowed under the terms and conditions under which it was purchased, or as strictly permitted by applicable copyright law. Any unauthorised distribution or use of this text may be a direct infringement of the authors and the publishers rights and those responsible may be liable in law accordingly. All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners. Pearson Education is not responsible for the content of third-party internet sites.

The screenshots in this book are reprinted by permission of Microsoft Corporation. ISBN: 978-0-273-74297-5 (print) 978-0-273-74315-6 (PDF) 978-0-273-78111-0 (eText) British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data A catalog record for this book is available from the Library of Congress 10 9 8 7 6 5 4 3 2 1 17 16 15 14 13 Typeset in Mundo Sans Std and Minion Pro 10/12 by 73 Printed and bound by L.E.G.O. S.p.A., Italy NOTE THAT ANY PAGE CROSS REFERENCES REFER TO THE PRINT EDITION A01_KOTL2975_06_SE_FM.indd 4 15/03/13 2:48 PM CONTENTS BRIEF CONTENTSGuided tourxviA message from the authorsxxPrefacexxiAbout the authorsxxvAcknowledgementsxxvii Part 1 Defining marketing and the marketing process Chapter 1 Marketing: creating and capturing customer value Chapter 2 Company and marketing strategy: partnering to build customer relationships Part 2 Understanding the marketplace and consumers Chapter 3 Analysing the marketing environment Chapter 4 Managing marketing information to gain customer insights Chapter 5 Consumer markets and consumer buyer behaviour Chapter 6 Business markets and business buyer behaviour Part 3 Designing a customer-driven strategy and mix Chapter 7 Customer-driven Marketing strategy: creating value for target customers Chapter 8 Products, services and brands: building customer value Chapter 9 Developing new products and managing the product life cycle Chapter 10 Pricing strategies: understanding and capturing customer value Chapter 11 Additional pricing considerations Chapter 12 Marketing channels: delivering customer value Chapter 13 Retailing and wholesaling Chapter 14 Communicating customer value: integrated marketing communications strategy Chapter 15 Advertising and public relations Chapter 16 Personal selling and sales promotion Chapter 17 Direct and online marketing: building direct customer relationships v A01_KOTL2975_06_SE_FM.indd 5 15/03/13 2:48 PM BRIEF CONTENTS Part 4 Extending marketing Chapter 18 Creating competitive advantage Chapter 19 The global marketplace Chapter 20 Sustainable marketing: social responsibility and ethics Appendix 1: Marketing plan631Appendix 2: Marketing by the numbers640Glossary658Subject Index669Company Index