The 11th 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.
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Book Description
Editorial Reviews
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*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!
About the Author
As a team, Philip Kotler and Gary Armstrong provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Kotler is one of the world's leading authorities on marketing. Professor Armstrong is an award-winning teacher of undergraduate business students. Together they make the complex world of marketing practical, approachable, and enjoyable. Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University. He received his master's degree at the University of Chicago and his Ph.D. at M.I.T., both in economics. Dr. Kotler is author of Marketing Management (PrenticeHall), now in its twelfth edition and the world's most widely used marketing text book in graduate schools of business worldwide. He has authored dozens of other successful books and has written more than 100 articles in leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing. Professor Kotler was named the first recipient of two major awards: the Distinguished Marketing Educator of the Year Award given by the American Marketing Association and the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing. His numerous other major honors include the Sales and Marketing Executives InternationalMarketing Educator of the Year Award; The European Association of Marketing Consultants and Trainers Marketing Excellence Award; the Charles Coolidge Parlin Marketing Research Award; and thePaul D. Converse Award, given by the American Marketing Association to honor "outstanding contributions to science in marketing. In a recent Financial Times poll of 1,000 senior executives across the world, Professor Kotler was ranked as the fourth "most influential business writer/guru" of the twenty-first century. Dr. Kotler has served as chairman of the College on Marketing of the Institute of Management Sciences, a director of the American Marketing Association, and a trustee of the Marketing Science Institute. He has consulted with many major U.S. and international companies in the areas of marketing strategy and planning, marketing organization, and international marketing. He has traveled extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities. Gary Armstrong is Crist W. Blackwell Distinguished Professor of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds undergraduate and masters degrees in business from Wayne State University in Detroit, and he received his Ph.D. in marketing from Northwestern University. Dr. Armstrong has contributed numerous articles to leading business journals. As a consultant and researcher, he has worked with many companies on marketing research, sales management, and marketing strategy. But Professor Armstrong's first love is teaching. His Blackwell Distinguished Professorship is the only permanent endowed professorship for distinguished undergraduate teaching at the University of North Carolina at Chapel Hill. He has been very active in the teaching and administration of Kenan-Flagler's undergraduate program. His administrative posts have included Chair of Marketing, Associate Director of the Undergraduate Business Program, Director of the Business Honors Program, and many others. He works closely with business student groups and has received several campuswide and Business School teaching awards. He is the only repeat recipient of school's highly regarded Award for Excellence in Undergraduate Teaching, which he has received three times. Professor Armstrong recently received the UNC Board of Governors Award for Excellence in Teaching, the highest teaching honor bestowed by the sixteen-campus University of North Carolina system.
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More About the Author
Philip Kotler is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management. He has been honored as one of the world's leading marketing thinkers. He received his M.A. degree in economics (1953) from the University of Chicago and his Ph.D. degree in economics (1956) from the Massachusetts Institute of Technology (M.I.T.), and has received honorary degrees from twelve foreign universities. He is the author of over 40 books and over one hundred articles. He has been a consultant to IBM, General Electric, Sony, AT&T, Bank of America, Merck, Motorola, Ford, and others. The Financial Times included him in its list of the top 10 business thinkers. They cited his Marketing Management as one of the 50 best business books of all times.
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63 of 63 people found the following review helpful
Format:Hardcover
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" 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.
11 of 12 people found the following review helpful
5.0 out of 5 stars
Principles of Marketing continues its tradition of being the best. Reviewed by: Adam Platts
September 27, 2006
By Adam Platts
Format:Hardcover
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
Reviewed by: Adam Platts, Northridge
13 of 18 people found the following review helpful
By C. Leung
Format:Hardcover
Highly recommended for those who are new to Marketing.
There are so many examples which help to understand the theories much more easier.
There are so many examples which help to understand the theories much more easier.
By nas
Format:Hardcover
I have this book for my marketing module while being a student at NTU as an engineering student. This book rocks! Truly a classic in the education field since it has many examples, easy to read, colorful with diagrams and illustration. It is not just an academic book that lays down the principles / concepts but the case studies / examples can inspire one to make real the learning. It gives real numbers so its not all about hot air and talk. There are focus on technology and ethics so its a forward-looking book. At this time of writing, it has another two more new editions. No surprises.
I read once again about IBM or Harley Davidson case study in the book and it is easy to find with its index page specially for finding any mention of organization. Chapter 1 on the introduction of NASCAR touches me as I went to my first live race at Charlotte while I was in USA and reading about it as a chapter introduction gives me an overview.
I read this book cover to cover as it was easy to read and my book was littered with tags to pages on the concepts my lecturuers focus on. However, since I am an IT professional and still am... the book is gathering dust. I have to let it go in July 2012 to the next undergraduate who might need it more than I do.
I read once again about IBM or Harley Davidson case study in the book and it is easy to find with its index page specially for finding any mention of organization. Chapter 1 on the introduction of NASCAR touches me as I went to my first live race at Charlotte while I was in USA and reading about it as a chapter introduction gives me an overview.
I read this book cover to cover as it was easy to read and my book was littered with tags to pages on the concepts my lecturuers focus on. However, since I am an IT professional and still am... the book is gathering dust. I have to let it go in July 2012 to the next undergraduate who might need it more than I do.
Format:Hardcover|Amazon Verified Purchase
It's a text book...what can I say. I bought for my Marketing Class in college because I needed it. The only thing I loved about getting it on amazon was the price!
Format:Hardcover|Amazon Verified Purchase
This is not the newest edition of this book, but it is the one that my sister is currently using for her coursework. The book arrived very promptly and in brand new condition. I highly recommend this seller.
By John Scott
Format:Hardcover|Amazon Verified Purchase
Not exactly a page turner, but it definitely provides a solid foundation to build upon. Highly recommended.
By sagganf
Format:Hardcover|Amazon Verified Purchase
Looks brand new, no marks and dog ears. Wow!! for a used book. It was a great decision to buy from Goodwill books.
Most Recent Customer Reviews
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Not Pleased!
I purchased this book, then no longer needed it. Contacted the seller to return this book, with no response. And for what I paid for this book to only get back $2.70 is a joke. Read more
Published on September 7, 2010 by P. Prosper
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Great service!
My book was excellent, arrived in perfect condition, and in less time then expected. Strongly recommend this agent to anyone.
Published on May 22, 2009 by J. Santee
3.0 out of 5 stars
Good enough deal
The book was in fine shape. Wished I could have gotten it sooner, but I did receive it in a week. I saved half the book price new.
Published on May 13, 2009 by Rosegator
5.0 out of 5 stars
Comprehensive and instructive
This book extensively covers marketing concepts, principles and practices and presents real-life case examples and applications of successes and failures in the marketplace (and... Read more
Published on February 24, 2009 by Julia LeBoeuf
5.0 out of 5 stars
Principles of Marketing
This book was very enlightening and made the class become more in touch with the everyday items we use. However the wording or chapters are very detailed making for a long read.
Published on January 6, 2009 by DBones
1.0 out of 5 stars
I never recieved my order!!!
I ordered this book for my marketing class over a month and a half ago and I never got it. My credit card bill shows that the money has been charged...but nothing was sent to me. Read more
Published on May 5, 2008 by K. Ng
5.0 out of 5 stars
Online marketing
This book is good for any student majoring in marketing; but just wondering if there is any focus on trusted online trading based scenarios discussed, which is going to be THE... Read more
Published on November 21, 2007 by S. Hota
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