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Inhaltsverzeichnis
Part I. Defining Marketing and the Marketing Process
1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Part II. Understanding the Marketplace and Consumers
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Consumer Markets and Consumer Buyer Behavior
6. Business Markets and Business Buyer Behavior
Part III. Designing a Customer-Driven Strategy and Mix
7. Consumer-Driven Marketing Strategy
8. Products, Services, and Brands: Building Customer Value
9. New Product Development and Product Life-Cycle Strategies
10. Pricing: Understanding and Capturing Customer Value
11. Pricing Strategies
12. Marketing Channels: Delivering Customer Value
13. Retailing and Wholesaling
14. Communicating Customer Value: Integrated Marketing Communications Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct and Online Marketing: Building Direct Customer Relationships
Part IV. Extending Marketing
18. Creating Competitive Advantage
19. The Global Marketplace
20. Sustainable Marketing: Social Responsibility and Ethics
Appendix 1 Marketing Plan
Appendix 2 Marketing by the Numbers
References
Glossary
Credits
Index
Über den Autor / die Autorin
Prof. Philip Kotler lehrt an der Kellogg School of Management, Chicago. Er gilt als renommierter Experte im Bereich Marketing weltweit.
Zusammenfassung
For Principles of Marketing courses using a comprehensive text.
Learn how to create value and gain loyal customers.
Today’s marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help students understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework.
