Product Description

The 11^th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined, Principles of Marketing tells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field. Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace. An excellent tool for anyone in marketing and sales, whether self- or corporate- employed.

Product Details

• Amazon Sales Rank: #66688 in Books
• Published on: 2005-02-11
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 768 pages

Review
*NEW - Customer-value, customer-relationships framework--Includes a completely revised Chapter 1 that shows this framework from the very start of the text; a reworked Chapter 2 that places profitable customer relationships at the very center of marketing; and in all, from the first chapter through the last, this text reinforces the theme that value enhances profit. The result: Students have a comprehensive overview that is continually referred to throughout the text, and reflects the major trends and forces that are impacting marketing in this new age of managing profitable customer relationships. *NEW-New five-step model of the marketing process - Shows students how marketers reap rewards by developing customer loyalty, market share, profits, and customer equity. "Are the real marketing examples in your text consistently updated so every one is based on current articles and sources?"*NEW--Chapter-opening and Real Marketing examples--These popular vignettes illustrate important new concepts within real world business applications. Every one has been revised, updated, or replaced to ensure the examples reflect current research and sources. Examples of new openers and vignettes: - NASCAR: Creating Customer Experiences (Ch 1) - McDonald's: I'm Lovin' It! (Ch 3) - Lexus: Delighting Customers to Keep them Coming Back (Ch 5) - UPS: What Can Brown do for Business Customers? (Ch 6) - Pottery Barn Lifestyle (Ch 7)"Do you use videos in your classroom?" **NEW - Video segments on VHS, DVD, and online. Every segment in the Kotler/Armstrong 12e library is new for this edition. Professionally produced for Prentice Hall. Featured companies include American Express, NFL, and Reebok. - Do your students need a copy? Instructors can also choose to have the segments on DVD shrink-wrapped with this text at no additional cost. (Bookstores must be notified in advance to ensure they stock this special package for students.) "Is it important to you that branding is covered throroughly in your book?"*NEW-New material on brand equity, brand value, brand positioning, managing brands, and rebranding. Enables students to understand the importance of developing strong brand positions. "Are you looking for a text that integrates international and ethical coverage?" *NEW--Global marketing--Offers integrated chapter-by-chapter coverage, as well as a revised Chapter 19 that focuses on global marketing considerations. *NEW-Socially responsible marketing - Offers integrated chapter-by-chapter coverage, as well as a revised Chapter 3 that focuses on ethics and socially responsible marketing. "Are you using or interested in using a simulation to complement your principles of marketing textbook?"*NEW - Simulations from Interpretive Simulations! Instructors, please visit: www.prenhall.com/interpretive for additional information. Students get a top textbook from PH, a premium simulation from Interpretive, and a discount on both!

Customer Reviews

Principles of Marketing by Philip Kotler and Gary Armstrong
I have used Principles of Marketing by Philip Kotler in my university days of the 1980s when I was learning the basics of marketing. It is gratifying to note that my favourite marketing reference book has been kept up to date. The latest international edition, the 11th edition (2005) is really the top quality book that one would expert of Kotler and his colleague.

"Principles of Marketing" is an excellent textbook on the current marketing trends. It is an enjoyable and practical book. After reading the book, one will really understand that marketing is all about understanding the customer needs and finding solutions that delight the customer. The reader will come to appreciate that marketing is a philosophy of doing business for those organisations that are going to thrive in the current highly competitive global markets.

This delightful book should be very useful for both newcomers to marketing and for those like me who studied marketing years ago and are at the risk of being left behind by the current marketing trends that exploit the vast opportunities presented by the internet.

Principles of Marketing continues its tradition of being the best. Reviewed by: Adam Platts
Principles of Marketing by Philip Kotler continues to be an excellent marketing reference. The 11th edition (2005) is an impressive example of good organization and instructional thoughtfulness. Principles of Marketing is an excellent, enjoyable, and practical book that sheds light on what marketing really means in the US and Global environments.
Reviewed by: Adam Platts, Northridge

Very Helpful !!
Highly recommended for those who are new to Marketing.
There are so many examples which help to understand the theories much more easier.