Principles of Marketing European Edition 7th edn

Principles of Marketing European Edition 7th edn

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Principles of Marketing Seventh European EditionPhilip Kotler, Gary Armstrong, Lloyd C. Harris and Nigel Piercy The goal of every marketer is to create more value for customers. The authors of this new European Edition have aimed to create more value for the reader by building on a classic marketing text with its well-established customer-value framework and complimenting it with an emphasis throughout the book on sustainable marketing, measuring and managing return on marketing, marketing technologies and marketing around the world. To help bring marketing to life this book is filled with interesting examples and stories about real companies, such as Amazon, Google, Uber, ASOS and Lego and their marketing practices. This is the place to go for the freshest and most authoritative insights into the increasingly fascinating world of marketing. Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.Gary Armstrong is 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 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. Nigel Piercy, was formerly Professor of Marketing & Strategy, and Associate Dean, at Warwick Business School. He is now a consultant and management writer. Recent publications include Marketing Strategy and Competitive Positioning, 6th ed. (with Graham Hooley, Brigitte Nicoulaud and John Rudd) published by Pearson in 2016.show more

Product details

  • Paperback | 700 pages
  • 210 x 297 x 33mm | 1,442g
  • Pearson Education Limited
  • Harlow, United Kingdom
  • English
  • 7th edition
  • 1292092890
  • 9781292092898
  • 28,748

Table of contents

Chapter 1 - Creating Customer Value and EngagementChapter 2 - Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and RelationshipsChapter 3 - Analyzing the Marketing EnvironmentChapter 4 - Managing Marketing Information to Gain Customer InsightsChapter 5 - Consumer Markets and Buyer BehaviourChapter 6 - Business Markets and Business Buyer BehaviorChapter 7 - Customer-Driven Marketing Strategy: Creating Value for Target CustomersChapter 8 - Products, Services, and Brands: Building Customer ValueChapter 9 - New Product Development and Product Life-Cycle StrategiesChapter 10 - Understanding and Capturing Customer ValueChapter 11 - Pricing Strategies Chapter 12 - Marketing Channels: Delivering Customer ValueChapter 13 - Retailing and WholesalingChapter 14 - Engaging Customers and Communicating Customer Value Integrated Marketing Communications StrategyChapter 15 - Advertising and Public Relations Chapter 16 - Personal Selling and Sales PromotionChapter 17 - Direct, Online, Social Media, and Mobile MarketingChapter 18 - Creating Competitive AdvantageChapter 19 - The Global MarketplaceChapter 20 - Social Responsibility and EthicsAppendix 1Appendix 2show more

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