Principles of Marketing
Sixth European Edition
by Philip 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 you 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, on measuring and managing return on marketing, on marketing technologies and on 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, 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 currently a Professor of Marketing and Strategy at Warwick Business School, University of Warwick. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals.
Nigel Piercy, following a successful global business career, is Professor of Marketing & Strategy, and Associate Dean, at Warwick Business School. Previously he was the Sir Julian Hodge Chair in Marketing & Strategy at Cardiff University, and later Professor of Strategic Marketing and Head of the Marketing Group at Cranfield School of Management. Recent publications include Marketing Strategy and Competitive Positioning, 5th ed. (with Graham Hooley and Brigitte Nicoulaud) published by FT Prentice Hall, an imprint of Pearson.
This book is available with MyMarketingLab. MyMarketingLab has been developed to help you make the most of your studies in marketing and get a better grade:
The Study Plan - learn marketing your way with self-assessment questions that will identify your strengths and feed back a bespoke recommended study plan to help you focus on where to improve.
Mini-simulations - challenge yourself to make marketing decisions and see the impact of the decisions you’ve chosen.
Explore the subject further with podcasts, bulletins and relevant website feeds.
Revise for your exams using additional resources. Access an eBook version of your textbook and engage with interactive activities, before tracking your own progress within the online gradebook.
Register now at www.pearsoned.co.uk/mymarketinglab
Product Description
Were you looking for the book with access to MyMarketingLab? This product is the book alone, and does NOT come with access to MyMarketingLab. Buy Principles of Marketing with MyMarketingLab access card 6e (ISBN 9780273743194) if you need access to the MyLab as well, and save money on this brilliant resource.
Principles of Marketing is the highly successful European adaptation of Kotler and Armstrong, one of the world's leading and most authoritative marketing textbooks.
The text takes a practical and managerial approach to marketing. It is rich in topical examples and applications that show the major decisions that marketing managers face in their efforts to balance an organisation’s objectives and resources against needs and opportunities in the global marketplace.
Need extra support?
This product is the book alone, and does NOT come with access to MyMarketingLab.
This title can be supported by MyMarketingLab, an online homework and tutorial system which can be used by students for self-directed study or fully integrated into an instructor's course.
You can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access card for MyMarketingLab: Principles of Marketing with MyMarketingLab access card 6e (ISBN 9780273743194). Alternatively, buy access to MyMarketingLab and the eText – an online version of the book - online at www.mymarketinglab.com .
For educator access, contact your Pearson Account Manager. To find out who your account manager is, visit www.pearsoned.co.uk/replocator
Features + Benefits
With a mix of well known brands and SME's, Principles of Marketing uses cutting edge example to engage students and help contextualise learning. These are up to date case studies from globally recognised brands.
Principles of Marketing is backed up by the latest marketing research to ensure students are learning the best material available.
Video Documentaries demonstrate marketing in practice in an easy to use style to engage students in class and reinforce teaching.
A focus on the environment and sustainable marketing shows how businesses and organisations can balance customers’ immediate needs against their long-term interests.
Backcover
Principles of Marketing
Sixth European Edition
Philip 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 you 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, 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 currently a Professor of Marketing and Strategy at Warwick Business School, University of Warwick. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals.
Nigel Piercy, following a successful global business career, is Professor of Marketing & Strategy, and Associate Dean, at Warwick Business School. Previously he was the Sir Julian Hodge Chair in Marketing & Strategy at Cardiff University, and later Professor of Strategic Marketing and Head of the Marketing Group at Cranfield School of Management. Recent publications include Marketing Strategy and Competitive Positioning, 5th ed. (with Graham Hooley and Brigitte Nicoulaud) published by FT Prentice Hall, an imprint of Pearson.
Need extra support?
This product is the book alone, and does NOT come with access to MyMarketingLab.
This title can be supported by MyMarketingLab, an online homework and tutorial system which can be used by students for self-directed study or fully integrated into an instructor's course.
You can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access card for MyMarketingLab: Principles of Marketing with MyMarketingLab access card 6e (ISBN 9780273743194). Alternatively, buy access to MyMarketingLab and the eText – an online version of the book - online at www.mymktlab.com
The Study Plan - learn marketing your way with self-assessment questions that will identify your strengths and feed back a bespoke recommended study plan to help you focus on where to improve.
Mini-simulations - challenge yourself to make marketing decisions and see the impact of your choices.
Explore the subject further with podcasts, bulletins and relevant website feeds.
Video cases - test your knowledge and apply theory to real-life companies with video cases features top executives from a wide range of companies
Revise for your exams using additional resources. Access an eText version of your textbook and engage with interactive activities, before tracking your own progress within the online gradebook.
Contents
Guided tour
A message from the authors
Preface
Acknowledgements
About the authors
Publisher’ acknowledgements
Part 1 Defining marketing and the marketing process
Chapter 1 Marketing: creating and capturing customer value
Chapter preview
Objective outline
What is marketing?
Marketing defined
The marketing process
Understanding the marketplace and customer needs
Customer needs, wants and demands
Market offerings – products, services and experiences
Customer value and satisfaction
Exchanges and relationships
Markets
Designing a customer-driven marketing strategy
Selecting customers to serve
Choosing a value proposition
Marketing management orientations
Preparing an integrated marketing plan and program
Building customer relationships
Customer relationship management (CRM)
The changing nature of customer relationships
Partner relationship management
Capturing value from customers
Creating customer loyalty and retention
Growing share of customer
Building customer equity
The changing marketing landscape
The uncertain economic environment
The digital age
Rapid globalisation
Sustainable marketing – the call for more social responsibility
The growth of not-for-profit marketing
So, what is marketing? Pulling it all together
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case:
References
Company case: Pegasus Airlines: delighting a new type of travelling customer
Chapter 2 Company and marketing strategy: partnering to build customer relationships
Chapter preview
Objective outline
Company-wide strategic planning: defining marketing’s role
Defining a market-oriented mission
Setting company objectives and goals
Designing the business portfolio
Planning marketing: partnering to build customer relationships
Partnering with other company departments
Partnering with others in the marketing system
Marketing strategy and the marketing mix
Customer-driven marketing strategy
Developing an integrated marketing mix
Managing the marketing effort
Marketing analysis
Marketing planning
Marketing implementation
Marketing department organisation
Marketing control
Measuring and managing return on marketing investment
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: Live Nation
References
Company case: Lego: one more brick in the wall?
Part 2: Understanding the marketplace and consumers
Chapter 3 Analysing the marketing environment
Chapter preview
Objective outline
The microenvironment
The company
Suppliers
Marketing intermediaries
Competitors
Publics
Customers
The macroenvironment
The demographic environment
The economic environment
The natural environment
The technological environment
The political and social environment
The cultural environment
Responding to the marketing environment
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: TOMS shoes
References
Company case: The era of cheap chic for Primark
Chapter 4 Managing marketing information to gain customer insights
Chapter preview
Objective outline
Marketing information and customer insights
Assessing marketing information needs
Developing marketing information
Internal data
Competitive marketing intelligence
Marketing research
Defining the problem and research objectives
Developing the research plan
Gathering secondary data
Primary data collection
Implementing the research plan
Interpreting and reporting the findings
Analysing and using marketing information
Customer relationship management
Distributing and using marketing information
Other marketing information considerations
Marketing research in small businesses and non-profit organisations
International marketing research
Public policy and ethics in marketing research
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: Radian6
References
Company case: Nestlé, L’Oréal, Britvis, SABMiller: everybody wants to get close to their customers
Chapter 5 Consumer markets and consumer buyer behaviour
Chapter preview
Objective outline
Model of consumer behaviour
Characteristics affecting consumer behaviour
Cultural factors
Social factors
Personal factors
Psychological factors
Types of buying decision behaviour
Complex buying behaviour
Dissonance-reducing buying behaviour
Habitual buying behaviour
Variety-seeking buying behaviour
The buyer decision process
Need recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behaviour
The buyer decision process for new products
Stages in the adoption process
Individual differences in innovativeness
Influence of product characteristics on rate of adoption
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: Radian6
References
Company case: Porsche: guarding the old while bringing in the new
Chapter 6 Business markets and business buyer behaviour
Chapter preview
Objective outline
Business markets
Market structure and demand
Nature of the buying unit
Types of decisions and the decision process
Business buyer behaviour
Major type of buying situations
Participants in the business buying process
Major influences on business buyers
The business buying process
E-procurement: buying on the Internet
Institutional and government markets
Institutional markets
Government markets
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing
Sixth European Edition
by Philip 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 you 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, on measuring and managing return on marketing, on marketing technologies and on 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, 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 currently a Professor of Marketing and Strategy at Warwick Business School, University of Warwick. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals.
Nigel Piercy, following a successful global business career, is Professor of Marketing & Strategy, and Associate Dean, at Warwick Business School. Previously he was the Sir Julian Hodge Chair in Marketing & Strategy at Cardiff University, and later Professor of Strategic Marketing and Head of the Marketing Group at Cranfield School of Management. Recent publications include Marketing Strategy and Competitive Positioning, 5th ed. (with Graham Hooley and Brigitte Nicoulaud) published by FT Prentice Hall, an imprint of Pearson.
This book is available with MyMarketingLab. MyMarketingLab has been developed to help you make the most of your studies in marketing and get a better grade:
The Study Plan - learn marketing your way with self-assessment questions that will identify your strengths and feed back a bespoke recommended study plan to help you focus on where to improve.
Mini-simulations - challenge yourself to make marketing decisions and see the impact of the decisions you’ve chosen.
Explore the subject further with podcasts, bulletins and relevant website feeds.
Revise for your exams using additional resources. Access an eBook version of your textbook and engage with interactive activities, before tracking your own progress within the online gradebook.
Register now at www.pearsoned.co.uk/mymarketinglab
Product Description
Were you looking for the book with access to MyMarketingLab? This product is the book alone, and does NOT come with access to MyMarketingLab. Buy Principles of Marketing with MyMarketingLab access card 6e (ISBN 9780273743194) if you need access to the MyLab as well, and save money on this brilliant resource.
Principles of Marketing is the highly successful European adaptation of Kotler and Armstrong, one of the world's leading and most authoritative marketing textbooks.
The text takes a practical and managerial approach to marketing. It is rich in topical examples and applications that show the major decisions that marketing managers face in their efforts to balance an organisation’s objectives and resources against needs and opportunities in the global marketplace.
Need extra support?
This product is the book alone, and does NOT come with access to MyMarketingLab.
This title can be supported by MyMarketingLab, an online homework and tutorial system which can be used by students for self-directed study or fully integrated into an instructor's course.
You can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access card for MyMarketingLab: Principles of Marketing with MyMarketingLab access card 6e (ISBN 9780273743194). Alternatively, buy access to MyMarketingLab and the eText – an online version of the book - online at www.mymarketinglab.com .
For educator access, contact your Pearson Account Manager. To find out who your account manager is, visit www.pearsoned.co.uk/replocator
Features + Benefits
With a mix of well known brands and SME's, Principles of Marketing uses cutting edge example to engage students and help contextualise learning. These are up to date case studies from globally recognised brands.
Principles of Marketing is backed up by the latest marketing research to ensure students are learning the best material available.
Video Documentaries demonstrate marketing in practice in an easy to use style to engage students in class and reinforce teaching.
A focus on the environment and sustainable marketing shows how businesses and organisations can balance customers’ immediate needs against their long-term interests.
Backcover
Principles of Marketing
Sixth European Edition
Philip 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 you 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, 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 currently a Professor of Marketing and Strategy at Warwick Business School, University of Warwick. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals.
Nigel Piercy, following a successful global business career, is Professor of Marketing & Strategy, and Associate Dean, at Warwick Business School. Previously he was the Sir Julian Hodge Chair in Marketing & Strategy at Cardiff University, and later Professor of Strategic Marketing and Head of the Marketing Group at Cranfield School of Management. Recent publications include Marketing Strategy and Competitive Positioning, 5th ed. (with Graham Hooley and Brigitte Nicoulaud) published by FT Prentice Hall, an imprint of Pearson.
Need extra support?
This product is the book alone, and does NOT come with access to MyMarketingLab.
This title can be supported by MyMarketingLab, an online homework and tutorial system which can be used by students for self-directed study or fully integrated into an instructor's course.
You can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access card for MyMarketingLab: Principles of Marketing with MyMarketingLab access card 6e (ISBN 9780273743194). Alternatively, buy access to MyMarketingLab and the eText – an online version of the book - online at www.mymktlab.com
The Study Plan - learn marketing your way with self-assessment questions that will identify your strengths and feed back a bespoke recommended study plan to help you focus on where to improve.
Mini-simulations - challenge yourself to make marketing decisions and see the impact of your choices.
Explore the subject further with podcasts, bulletins and relevant website feeds.
Video cases - test your knowledge and apply theory to real-life companies with video cases features top executives from a wide range of companies
Revise for your exams using additional resources. Access an eText version of your textbook and engage with interactive activities, before tracking your own progress within the online gradebook.
Contents
Guided tour
A message from the authors
Preface
Acknowledgements
About the authors
Publisher’ acknowledgements
Part 1 Defining marketing and the marketing process
Chapter 1 Marketing: creating and capturing customer value
Chapter preview
Objective outline
What is marketing?
Marketing defined
The marketing process
Understanding the marketplace and customer needs
Customer needs, wants and demands
Market offerings – products, services and experiences
Customer value and satisfaction
Exchanges and relationships
Markets
Designing a customer-driven marketing strategy
Selecting customers to serve
Choosing a value proposition
Marketing management orientations
Preparing an integrated marketing plan and program
Building customer relationships
Customer relationship management (CRM)
The changing nature of customer relationships
Partner relationship management
Capturing value from customers
Creating customer loyalty and retention
Growing share of customer
Building customer equity
The changing marketing landscape
The uncertain economic environment
The digital age
Rapid globalisation
Sustainable marketing – the call for more social responsibility
The growth of not-for-profit marketing
So, what is marketing? Pulling it all together
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case:
References
Company case: Pegasus Airlines: delighting a new type of travelling customer
Chapter 2 Company and marketing strategy: partnering to build customer relationships
Chapter preview
Objective outline
Company-wide strategic planning: defining marketing’s role
Defining a market-oriented mission
Setting company objectives and goals
Designing the business portfolio
Planning marketing: partnering to build customer relationships
Partnering with other company departments
Partnering with others in the marketing system
Marketing strategy and the marketing mix
Customer-driven marketing strategy
Developing an integrated marketing mix
Managing the marketing effort
Marketing analysis
Marketing planning
Marketing implementation
Marketing department organisation
Marketing control
Measuring and managing return on marketing investment
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: Live Nation
References
Company case: Lego: one more brick in the wall?
Part 2: Understanding the marketplace and consumers
Chapter 3 Analysing the marketing environment
Chapter preview
Objective outline
The microenvironment
The company
Suppliers
Marketing intermediaries
Competitors
Publics
Customers
The macroenvironment
The demographic environment
The economic environment
The natural environment
The technological environment
The political and social environment
The cultural environment
Responding to the marketing environment
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: TOMS shoes
References
Company case: The era of cheap chic for Primark
Chapter 4 Managing marketing information to gain customer insights
Chapter preview
Objective outline
Marketing information and customer insights
Assessing marketing information needs
Developing marketing information
Internal data
Competitive marketing intelligence
Marketing research
Defining the problem and research objectives
Developing the research plan
Gathering secondary data
Primary data collection
Implementing the research plan
Interpreting and reporting the findings
Analysing and using marketing information
Customer relationship management
Distributing and using marketing information
Other marketing information considerations
Marketing research in small businesses and non-profit organisations
International marketing research
Public policy and ethics in marketing research
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: Radian6
References
Company case: Nestlé, L’Oréal, Britvis, SABMiller: everybody wants to get close to their customers
Chapter 5 Consumer markets and consumer buyer behaviour
Chapter preview
Objective outline
Model of consumer behaviour
Characteristics affecting consumer behaviour
Cultural factors
Social factors
Personal factors
Psychological factors
Types of buying decision behaviour
Complex buying behaviour
Dissonance-reducing buying behaviour
Habitual buying behaviour
Variety-seeking buying behaviour
The buyer decision process
Need recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behaviour
The buyer decision process for new products
Stages in the adoption process
Individual differences in innovativeness
Influence of product characteristics on rate of adoption
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: Radian6
References
Company case: Porsche: guarding the old while bringing in the new
Chapter 6 Business markets and business buyer behaviour
Chapter preview
Objective outline
Business markets
Market structure and demand
Nature of the buying unit
Types of decisions and the decision process
Business buyer behaviour
Major type of buying situations
Participants in the business buying process
Major influences on business buyers
The business buying process
E-procurement: buying on the Internet
Institutional and government markets
Institutional markets
Government markets
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing