Principles of Marketing/MyMarketingLab European Edition

Description

Features

Key Features include;

• Strong author team. Philip Kotler is one of the fathers of modern marketing, recently voted 3rd most influential business thinker (FT poll 2006). John Saunders and Veronica Wong (both of Aston University) are 2 of Europe's leading Marketing academics.

• Good quality cases. With a mix of well known brands and SME's, Principles of Marketing uses cutting edge example to engage students and help contexualise learning.

• Academic Underpinning. Principles of Marketing is backed up by the latest marketing research to ensure students are learning the best material available.

• Video Documentaries. 10 new European video documentaries, including advertisements, demonstrates marketing in practice. Edited to be easily used to engage students in class and reinforce teaching. Companies include; HSBC, Land Rover and Marketing Birmingham

• MyMarketingLab. New online study guide which measures students abilities and creates bespoke study guides based on abilities. Study Guide includes; interactions, video and audio material.

New to this Edition

The new edition of Principles of Marketing has been thoroughly revised to include new marketing concepts. New features include;

• New chapter on Sustainable Marketing

• New and updated cases throughout

• 10 European Video Documentaries from companies such as HSBC, IKEA and Marketing Birmingham

• MyMarketingLab

Table of Contents

Part one   Marketing now

Chapter 1  Marketing  now                                                                                                          

Chapter 2   Sustainable marketing: marketing ethics and social responsibility

Chapter 3   Strategic marketing

Part two   Markets

Chapter 4   The marketing environment

Chapter 5   Consumer markets

Chapter 6   Business-to-business marketing

Chapter 7   Marketing research

Part three   Core strategy

Chapter 8   Relationship marketing

Chapter 9   Segmentation and positioning

Chapter 10   Competitive strategy

Part four   Product

Chapter 11   Product and branding strategy

Chapter 12   New-product development and product life-cycle strategies

Chapter 13   Marketing services

Part five   Price

Chapter 14   Pricing

Part six   Promotion

Chapter 15   Communicating customer value: integrated marketing communications strategy

Chapter 16   Advertising and public relations

Chapter 17   Personal selling and sales promotion

Chapter 18   Direct and online marketing: building direct customer relationships

Part seven   Place

Chapter 19   Managing marketing channels

Chapter 20   The global marketplace

Glossary

Subject index

Company index