Preface

About the authors

Acknowledgements

1. Marketing: creating customer value and engagement
2. Company and marketing strategy: partnering to build customer engagement, value and relationships

1. Analysing the marketing environment
2. Managing marketing information to gain customer insights
3. Consumer markets and buyer behaviour
4. Business markets and business buyer behaviour

1. Customer-driven marketing strategy: creating value for target customers
2. Products, services and brands: building customer value
3. Developing new products and managing the product life cycle
4. Pricing: understanding and capturing customer value
5. Pricing strategies: additional considerations
6. Marketing channels: delivering customer value
7. Retailing and wholesaling
8. Engaging consumers and communicating customer value: integrated marketing communications strategy
9. Advertising and public relations
10. Personal selling and sales promotion
11. Direct, online, social media and mobile marketing

1. Creating competitive advantage
2. The global marketplace
3. Social responsibility and ethics

Appendix 1: Marketing plan

Appendix 2: Marketing by numbers

Glossary

Index

In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing, European Edition, helps students master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives.

To help students understand how to create value and build customer relationships, the authors of this European Edition present fundamental marketing information within an innovative customer-value framework.

Thoroughly revised to reflect the major trends impacting contemporary marketing, the 8th Editionis packed with examples illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.

Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University.

Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School, University of North Carolina.

Lloyd C. Harris is a Professor of Marketing and Head of the Department of Marketing at Birmingham Business School, University of Birmingham.

Hongwei He is Chair Professor of Marketing at Alliance Manchester Business School, The University of Manchester.

• The text examines traditional aspects of marketing and blends them with modern and future concepts.
• A wealth of examples illustrate how companies use new digital technologies to maximise customer engagement.
• This European Edition presents fundamental marketing information within an innovative customer-value framework.
• The content reflects the major trends impacting contemporary marketing today, clearly outlining the steps in the marketing process.

• This latest edition is packed with examples illustrating how companies use new digital technologies to shape brands, experiences, and communities
• Fresh examples throughout the text addressing the latest developments in customer engagement tools, practices and developments including real-time research and customer co-creation product development
• Updated coverage of emergent online, mobile and social media technologies including real-time listening and social selling

• Improved learning design with chapter-opening stories, clear learning outcomes and explanatory author comments on major chapter sections
• New end-of-chapter case studies and video cases to apply learning to actual companies.
• Increased coverage of sustainable marketing and global marketing