Principles of MarketingThe 6th edition of Principles of Marketing makes the road to learning and teaching marketing more effective, easier and more enjoyable than ever. Today’s marketing is about creating customer value and building profitable customer relationships. With even more new Australian and international case studies, engaging real-world examples and up-to-date information, Principles of Marketing shows students how customer value–creating and capturing it–drives every effective marketing strategy. The 6th edition is a thorough revision, reflecting the latest trends in marketing, including new coverage of social media, mobile and other digital technologies. In addition, it covers the rapidly changing nature of customer relationships with both companies and brands, and the tools marketers use to create deeper consumer involvement. |
Contents
1 | |
Part 2 Understanding the marketplace and consumers | 69 |
Part 3 Designing a customerdriven strategy and mix | 171 |
Part 4 Extending marketing | 451 |
Appendix 1 Marketing metrics spotlights | 493 |
An introduction | 516 |
Other editions - View all
Principles of Marketing Gary Armstrong,Philip Kotler,Margaret H. Cunningham,Peggy H. Cunningham No preview available - 2008 |
Principles of Marketing Gary M. Armstrong,Stewart Adam,Sara Marion Denize,Michael Volkov,Philip Kotler No preview available - 2017 |
Principles of Marketing Gary M. Armstrong,Stewart Adam,Sara Marion Denize,Michael Volkov,Philip Kotler No preview available - 2018 |
Common terms and phrases
AACSB accessed December 2013 advertising analyse Australia behaviour benets brand build buyers buying campaign cent chapter CHECK QUESTIONS Coles Coles Supermarkets company’s competition competitors concept consumers costs create customer relationship management customer relationships customer value database decisions dene dierent difcult digital marketing direct and digital direct marketing discount discuss environment environmental example Facebook global Google groups industry innovation integrated marketing communications interaction inuence iPhone Learning Objective manufacturers market segments marketing channels marketing communications Marketing Management Marketing Metrics marketing mix marketing organisations marketing research marketing strategy marketplace McDonald’s mobile phone nancial needs offer packaging performance positioning products and services protable prots purchase ReectiveThinking response retailers sales promotion salesforce salespeople search engine sellers smartphones social media specic supermarket suppliers supply chain target markets today’s users wholesalers Woolworths Zealand