Synopses & Reviews
How do we get you moving?
By placing you–the customer–in the driver’s seat.
Marketing introduces the leading marketing thinking
on how customer value is the driving force
behind every marketing strategy.
Fasten your seatbelt. Your learning journey starts here!
www.prenhall.com/kotler
Synopsis
This best-selling, brief introduction to marketing teaches students marketing using a customer value framework.
The ninth edition includes new and expanded material on Integrated Marketing Communication, social networks, measuring and managing return on marketing, creating customer value, building and managing customer relationships, marketing accountability and return on investments, and direct and online marketing.
For marketing professionals who believe customer valueis the driving force
behind every marketing strategy.
About the Author
About the Authors
As a team, Gary Armstrong and Philip Kotler provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Armstrong is an award-winning teacher of undergraduate business students. Professor Kotler is one of the world’s leading authorities on marketing. Together they make the complex world of marketing practical, approachable, and enjoyable.
Gary Armstrong is Crist W. Blackwell Distinguished Professor of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds undergraduate and masters degrees in business from Wayne State University in Detroit, and he received his Ph.D. in marketing from Northwestern University. Dr. Armstrong has contributed numerous articles to leading business journals. As a consultant and researcher, he has worked with many companies on marketing research, sales management, and marketing strategy. But Professor Armstrong’s first love is teaching. His Blackwell Distinguished Professorship is the only permanent endowed professorship for distinguished undergraduate teaching at the University of North Carolina at Chapel Hill. He has been very active in the teaching and administration of Kenan-Flagler’s undergraduate program. His recent administrative posts include Chair of the Marketing Faculty, Associate Director of the Undergraduate Business Program, Director of the Business Honors Program, and others. He works closely with business student groups and has received several campus-wide and business school teaching awards. He is the only repeat recipient of the school’s highly regarded Award for Excellence in Undergraduate Teaching, which he won three times. In 2004, Professor Armstrong received the UNC Board of Governors Award for Excellence in Teaching, the highest teaching honor bestowed at the University of North Carolina at Chapel Hill.
Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University. He received his master’s degree at the University of Chicago and his Ph.D. at M.I.T., both in economics. Dr. Kotler is author of Marketing Management: Analysis, Planning, Implementation, and Control (Prentice Hall), now in its eleventh edition and the most widely used marketing textbook in graduate schools of business. He has authored several successful books and has written over 100 articles for leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing. Dr. Kotler’s numerous major honors include the Paul D. Converse Award given by the American Marketing Association to honor “outstanding contributions to science in marketing” and the Stuart Henderson Britt Award as Marketer of the Year. He was named the first recipient of two major awards: the Distinguished Marketing Educator of the Year Award given by the American Marketing Association and the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing. He has also received the Charles Coolidge Parlin Award which each year honors an outstanding leader in the field of marketing. In 1995, he received the Marketing Educator of the Year Award from Sales and Marketing Executives International. Dr. Kotler has served as chairman of the College on Marketing of the Institute of Management Sciences (TIMS) and a director of the American Marketing Association. He has received honorary doctorate degrees from DePaul University, the University of Zurich, and the Athens University of Economics and Business. He has consulted with many major U.S. and foreign companies on marketing strategy.
Table of Contents
PART I: Defining Marketing and the Marketing Process
Chapter 1. Marketing: Managing Profitable Customer Relationships
Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Relationships
PART II: Understanding the Marketplace of Consumers
Chapter 3. The Marketing Environment
Chapter 4. Managing Marketing Information
Chapter 5. Consumer and Business Buyer Behavior
PART III: Designing a Customer-Driven Marketing Strategy and Marketing Mix
Chapter 6. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers
Chapter 7. Product, Services, and Branding Strategy
Chapter 8. New-Product Development and Product Life-Cycle Strategies
Chapter 9. Pricing: Understanding and Capturing Customer Value
Chapter 10. Marketing Channels and Supply Chain Management
Chapter 11. Retailing and Wholesaling
Chapter 12. Communicating Customer Value: Advertising, Sales Promotion, and Public Relations
Chapter 13. Communicating Customer Value: Personal Selling and Direct Marketing
PART IV: Extending Marketing
Chapter 14. Marketing in the Digital Age
Chapter 15. The Global Marketplace
Chapter 16. Marketing Ethics and Social Responsibility
Appendix 1: Video Cases Appendix 2: Marketing Plan Appendix 3: Marketing Math Appendix 4: Careers in Marketing