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Widely hailed for its practical and enjoyable style, this comprehensive introduction to modern marketing shows students how to apply the basic concepts and practices of modern marketing as they are used in a wide variety of settings--in product and service firms, consumer and business markets, profit and nonprofit organizations, and small and large businesses.
New edition of a standard text for undergraduate business students. Covers the basics of the subject and provides insights into recent marketing developments. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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 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 (Pearson), now in its fifteenth edition and the 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 four major awards: the Distinguished Marketing Educator of the Year Award and the William L. Wilkie “Marketing for a Better World” Award, both given by the American Marketing Association; the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing; and the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice. His numerous other major honors include the Sales and Marketing Executives International Marketing Educator of the Year Award; The European Association of Marketing Consultants and Trainers Marketing Excellence Award; the Charles Coolidge Parlin Marketing Research Award; and the Paul D. Converse Award, given by the American Marketing Association to honor “outstanding contributions to science in marketing.”¿ A recent Forbes survey ranks Professor Kotler in the top 10 of the world’s most influential business thinkers. And 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 and lectured 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 Emeritus 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 has always been teaching. His long-held 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. Through the years, he has worked closely with business student groups and has received several UNC 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 received three times. Most recently, Professor Armstrong 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.
I. UNDERSTANDING MARKETING AND THE MARKETING PROCESS.
1. Marketing in a Changing World: Creating Customer Value and Satisfaction. 2. Strategic Planning and the Marketing Process. 3. The Global Marketing Environment.
II. DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES.
4. Marketing Research and Information Systems. 5. Consumer Markets and Consumer Buying Behavior. 6. Business Markets and Business Buyer Behavior. 7. Market Segmentation, Targeting, and Positioning for Competitive Advantage.
III. DEVELOPING THE MARKETING MIX.
8. Product and Services Strategy. 9. New-Product Development and Product Life-Cycle Strategies. 10. Pricing Products: Pricing Considerations and Approaches. 11. Pricing Products: Pricing Strategies. 12. Distribution Channels and Logistics Management. 13. Retailing and Wholesaling. 14. Integrated Marketing Communication Strategy. 15. Advertising, Sales Promotions, and Public Relations. 16. Personal Selling and Sales Management. 17. Direct and Online Marketing.
IV. MANAGING MARKETING.
18. Competitive Strategies: Building Lasting Customer Relationships. 19. The Global Marketplace. 20. Marketing and Society: Social Responsibility and Marketing Ethics. Appendix 1. Measuring and Forecasting Demand. Appendix 2. Marketing Arithmetic. Appendix 3. Careers in Marketing. Glossary. Index.