Principles of Marketing, Seventh European Edition, Kotler P., Armstrong G., 2017

Principles of Marketing, Seventh European Edition, Kotler P., Armstrong G., 2017.
    
   Principles of Marketing is the most-trusted source for teaching and learning basic marketing concepts and practices. More than ever, the Seventh European Edition introduces new marketing students to the fascinating world of modern marketing in an innovative, complete and authoritative yet fresh, practical and enjoyable way. In this Seventh European Edition, we’ve once again added substantial new content and pored over every page, table, figure, fact and example in order to keep this the best text from which to learn about and teach marketing. Enhanced by the Companion Website, which includes, among other resources, videos and questions, the Seventh European Edition of Principles of Marketing remains the world standard in introductory and marketing education.




The marketing concept.
The marketing concept holds that achieving organisational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do. Under the marketing concept, customer focus and value are the paths to sales and profits. Instead of a product-centred make-and-sell philosophy, the marketing concept is a customer-centred sense-and-respond philosophy. The job is not to find the right customers for your product but to find the right products for your customers.

Figure 1.3 contrasts the selling concept and the marketing concept. The selling concept takes an inside-out perspective. It starts with the factory, focuses on the company’s existing products, and calls for heavy selling and promotion to obtain profitable sales. It focuses primarily on customer conquest – getting short-term sales with little concern about who buys or why.

CONTENTS.
Preface.
About the authors.
Acknowledgements.
Part 1 Defining marketing and the marketing process.
Chapter 1 Marketing: creating customer value and engagement.
Chapter 2 Company and marketing strategy: partnering to build customer engagement, value and relationships.
Part 2 Understanding the marketplace and consumers.
Chapter 3 Analysing the marketing environment.
Chapter 4 Managing marketing information to gain customer insights.
Chapter 5 Consumer markets and buyer behaviour.
Chapter 6 Business markets and business buyer behaviour.
Part 3 Designing a customer value-driven strategy and mix.
Chapter 7 Customer-driven marketing strategy: creating value for target customers.
Chapter 8 Products, services and brands: building customer value.
Chapter 9 New product development and product life-cycle strategies.
Chapter 10 Pricing: Understanding and capturing customer value.
Chapter 11 Pricing strategies: additional considerations.
Chapter 12 Marketing channels: delivering customer value.
Chapter 13 Retailing and wholesaling.
Chapter 14 Engaging customers and communicating customer value: integrated marketing communications strategy.
Chapter 15 Advertising and public relations.
Chapter 16 Personal selling and sales promotion.
Chapter 17 Direct, online, social media and mobile marketing.

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