Marketing: An Introduction, European Edition, 4th edition

Published by Pearson (7 June 2019) © 2019

  • Gary Armstrong University of North Carolina
  • Philip Kotler Northwestern University
  • Michael Harker University of Strathclyde
  • Ross Brennan University of Hertfordshire Business School
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Title overview

Think like today's marketers do with the most up-to-date guide on the principles of Marketing.

Marketing: An Introduction, 4th edition offers a complete overview of the fundamentals of the discipline and full coverage of its hottest topics.

Well-known for its clarity, coherence, and authority in presenting the main marketing concepts, the text encourages you to learn and apply what you learn to real commercial practices through its numerous case studies.

With an approachable style and variety of features and applications, this must-have guide will provide the tools you need to gain a thorough insight into this ever-expanding field from theory to practice.

Table of contents

PART 1: DEFINING MARKETING AND MARKETING PROCESS

1. Marketing: Creating Customer Value and Engagement

2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

 

PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE

3. Analyzing the Marketing Environment

4. Managing Marketing Information to Gain Customer Insights

5. Understanding Consumer and Business Buyer Behavior

 

PART 3: DESIGNING A CUSTOMER-VALUE DRIVEN STRATEGY AND MIX

6. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

7. Products, Services, and Brands: Building Customer Value

8. Developing New Products and Managing the Product Life Cycle

9. Pricing: Understanding and Capturing Customer Value

10. Marketing Channels: Delivering Customer Value

11. Retailing and Wholesaling

12. Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

13. Personal Selling and Sales Promotion

14. Direct, Online, Social Media, and Mobile Marketing

 

PART 4: EXTENDING MARKETING

15. The Global Marketplace

16. Sustainable Marketing: Social Responsibility and Ethics

 

Appendix 1: Company Cases

Appendix 2: Marketing Plan

Appendix 3: Marketing by the Numbers

Appendix 4: Careers in Marketing

 

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