Winner of the Australian Educational Publishing Awards for 2012 - Best Tertiary (adaptations) Student Resource
Collaboration. Value Creation
The 5th edition of Principles of Marketing makes the road to learning and teaching marketing more effective, easier, and more enjoyable than ever. Its streamlined approach strikes a careful balance between depth of coverage and ease of learning.
The 5th edition includes an integrative Concept Map at the start of each chapter, and insightful author comments throughout—enhances student understanding. When combined with a MyMarketingLab, our online homework study tool, Principles of Marketing ensures that your students will come to class well prepared and leave class with a richer understanding of core marketing concepts, strategies, and practices.
Part 1: Defining Marketing and the Marketing Process
1 Marketing: Creating and Capturing Customer Value
2 Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2: Understanding the Marketplace and Consumers
3 Analysing the Marketing Environment
4 Managing Marketing Information to Gain Customer Insights
5 Understanding Consumer and Business Buyer Behaviour
Part 3: Designing a Customer-Driven Strategy and Mix
6 Customer-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 to Capture Customer Value
10 Placement: Customer Value Fulfilment
11 Communicating Customer Value: Advertising and Public Relations
12 Personal Selling and Sales Promotion
13 Direct and Digital Marketing: Building One-to-One Customer Relationships
Part 4: Extended Marketing
14 Sustainable Marketing: Social Responsibility, Ethics and Legal Compliance
Appendix 1 Marketing Metrics Spotlights
Appendix 2 The Marketing Plan: An Introduction
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 campus-wide and Business School teaching awards. He is the only repeat recipient of the 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.
Stewart Adam is Associate Professor in Electronic Marketing, and Associate Head of School (Teaching and Learning) with the School of Management and Marketing in the Faculty of Business and Law at Deakin University, Melbourne. He has a psychology and sociology undergraduate degree from the University of New South Wales, a graduate diploma in financial management from the University of New England, and a research Master of Commerce degree from Deakin University. Dr Adam’s PhD focused on online marketing and organisational performance in Australia and New Zealand. He is an Associate Fellow of the Australian Institute of Management (AFAIM), Associate Fellow of the Australian Marketing Institute (AFAMI) and a Certified Practicing Marketer (CPM). Dr Adam has spent many years in marketing practice and facilitating learning in marketing and management. His marketing practitioner experience includes account management with advertising agencies in Europe and Australia. Additionally, Dr Adam has worked as product manager, marketing manager, consultant and general manager in both the manufacturing and services sectors and regularly consults to a number of marketing organisations. He has published 10 other marketing and electronic marketing textbooks and publishes widely in academic journals and the business press. His research and teaching interests are in direct and digital marketing and may be viewed at www.StewartAdam.com.
Sara Denize is Associate Head of School (Learning and Teaching) in the School of Marketing at the University of Western Sydney. A marketer through and through, she completed her Bachelor of Commerce (Honours) degree with a major in marketing at the University of Otago, New Zealand, and followed up with a Master of Commerce by research a few years later. After moving to Australia, she completed her PhD at the University of Technology, Sydney. With over 20 years of experience as an educator, Dr Denize oversees undergraduate and postgraduate programs in marketing and international business at the University of Western Sydney. She loves teaching and is keen to make all aspects of marketing education accessible and meaningful. Her teaching accomplishments have been recognised in national teaching citations. Also a keen researcher, she is a affiliate of the Centre for Industry and Innovation Studies (UWS), where she continues to develop her interest in collaboration and information exchange in business marketing contexts.
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 Prentice Hall), now in its fourteenth edition and the world’s most widely used marketing textbook 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 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.” 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.