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Marketin
Global Edition 14
PHILIP
Kotler
Northwestern University
GARY Armstrong
University of North Carolina
Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
Part 1: Defining Marketing and the Marketing Process (Chapters 1-2)
Contents
Preface 16
Part 2: Understanding the Marketplace and Consumers (Chapters 3-6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7-17) Part 4: Extending Marketing (Chapters 18-20)
Planning Marketing: Partnering to Build Customer Relationships 69 Partnering with Other Company Departments 70 I Partnering with Others in the Marketing System 71
Part 1: Defining Marketing and the Marketing Process 26
Marketing Strategy and the Marketing Mix 72
Marketing: Creating and Capturing Customer Value 26
What Is Marketing? 28
Marketing Defined 29 I The Marketing Process 29 Understanding the Marketplace and Customer Needs 30 Customer Needs, Wants, and Demands 30 I Market Offerings— Products, Services, and Experiences 30 I Customer Value and Satisfaction 31 I Exchanges and Relationships 31 I Markets 31 Designing a Customer-Driven Marketing Strategy 32 Selecting Customers to Serve 32 I Choosing a Value Proposition 33 I Marketing Management Orientations 33
Customer-Driven Marketing Strategy 72 I Developing an Integrated Marketing Mix 75
Managing the Marketing Effort 77
Marketing Analysis 77 I Marketing Planning 78 I Marketing Implementation 78 I Marketing Department Organization 79 I Marketing Control 80 Measuring and Managing Return on Marketing Investment 81 Reviewing Objectives and Key Terms 83 I Key Terms 84 I Discussing & Applying the Concepts 84 I Focus on Technology 84 I Focus on Ethics 85 I Marketing & the Economy 85 I Marketing by the Numbers 85
Preparing an Integrated Marketing Plan and Program 36 Building Customer Relationships 36 Customer Relationship Management 36 I The Changing Nature of Customer Relationships 40 I Partner Relationship Management 43
Video Case: Live Nation 86 Company Case: Bahrain Bay: Building Customer Relations for the Future 86
Part 2: Understanding the Marketplace and Consumers 88
Capturing Value from Customers 44
Creating Customer Loyalty and Retention 44 I Growing Share of Customer 45 I Building Customer Equity 45
Analyzing the Marketing Environment 88
The Microenvironment 90
The Company 91 I Suppliers 91 I Marketing Intermediaries 92 I Competitors 92 I Publics 93 I Customers 93
The Changing Marketing Landscape 46
The Uncertain Economic Environment 47 I The Digital Age 50 I Rapid Globalization 51 I Sustainable Marketing—The Call for More Social Responsibility 51 I The Growth of Not-for-Profit Marketing 52
The Macroenvironment 94
The Demographic Environment 94 I The Economic Environment 101 I The Natural Environment 102 I The Technological Environment 104 I The Political and Social Environment 105 I The Cultural Environment 110
So, What Is Marketing? Pulling It All Together 53
Reviewing Objectives and Key Terms 54 I Key Terms 55 I Discussing & Applying the Concepts 56 I Focus on Technology 56 I Focus on Ethics 57 I Marketing & the Economy 57 I Marketing by the Numbers 57
Responding to the Marketing Environment 113
Reviewing Objectives and Key Terms 115 I Key Terms 116 I Discussing & Applying the Concepts 116 I Focus on Technology 117 I Focus on Ethics 117 I Marketing & the Economy 117 I Marketing by the Numbers 117
Video Case: Stew Leonard's 58 Company Case: Pegasus Airline: Delighting a New Type of Traveling Customer 58
Company and Marketing Strategy: Partnering to Build Customer Relationships 60 Company-Wide Strategic Planning: Defining Marketing's Role 62 Defining a Market-Oriented Mission 63 I Setting Company Objectives and Goals 64 I Designing the Business Portfolio 64
Video Case: TOMS Shoes 118...
Global Edition 14
PHILIP
Kotler
Northwestern University
GARY Armstrong
University of North Carolina
Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
Part 1: Defining Marketing and the Marketing Process (Chapters 1-2)
Contents
Preface 16
Part 2: Understanding the Marketplace and Consumers (Chapters 3-6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7-17) Part 4: Extending Marketing (Chapters 18-20)
Planning Marketing: Partnering to Build Customer Relationships 69 Partnering with Other Company Departments 70 I Partnering with Others in the Marketing System 71
Part 1: Defining Marketing and the Marketing Process 26
Marketing Strategy and the Marketing Mix 72
Marketing: Creating and Capturing Customer Value 26
What Is Marketing? 28
Marketing Defined 29 I The Marketing Process 29 Understanding the Marketplace and Customer Needs 30 Customer Needs, Wants, and Demands 30 I Market Offerings— Products, Services, and Experiences 30 I Customer Value and Satisfaction 31 I Exchanges and Relationships 31 I Markets 31 Designing a Customer-Driven Marketing Strategy 32 Selecting Customers to Serve 32 I Choosing a Value Proposition 33 I Marketing Management Orientations 33
Customer-Driven Marketing Strategy 72 I Developing an Integrated Marketing Mix 75
Managing the Marketing Effort 77
Marketing Analysis 77 I Marketing Planning 78 I Marketing Implementation 78 I Marketing Department Organization 79 I Marketing Control 80 Measuring and Managing Return on Marketing Investment 81 Reviewing Objectives and Key Terms 83 I Key Terms 84 I Discussing & Applying the Concepts 84 I Focus on Technology 84 I Focus on Ethics 85 I Marketing & the Economy 85 I Marketing by the Numbers 85
Preparing an Integrated Marketing Plan and Program 36 Building Customer Relationships 36 Customer Relationship Management 36 I The Changing Nature of Customer Relationships 40 I Partner Relationship Management 43
Video Case: Live Nation 86 Company Case: Bahrain Bay: Building Customer Relations for the Future 86
Part 2: Understanding the Marketplace and Consumers 88
Capturing Value from Customers 44
Creating Customer Loyalty and Retention 44 I Growing Share of Customer 45 I Building Customer Equity 45
Analyzing the Marketing Environment 88
The Microenvironment 90
The Company 91 I Suppliers 91 I Marketing Intermediaries 92 I Competitors 92 I Publics 93 I Customers 93
The Changing Marketing Landscape 46
The Uncertain Economic Environment 47 I The Digital Age 50 I Rapid Globalization 51 I Sustainable Marketing—The Call for More Social Responsibility 51 I The Growth of Not-for-Profit Marketing 52
The Macroenvironment 94
The Demographic Environment 94 I The Economic Environment 101 I The Natural Environment 102 I The Technological Environment 104 I The Political and Social Environment 105 I The Cultural Environment 110
So, What Is Marketing? Pulling It All Together 53
Reviewing Objectives and Key Terms 54 I Key Terms 55 I Discussing & Applying the Concepts 56 I Focus on Technology 56 I Focus on Ethics 57 I Marketing & the Economy 57 I Marketing by the Numbers 57
Responding to the Marketing Environment 113
Reviewing Objectives and Key Terms 115 I Key Terms 116 I Discussing & Applying the Concepts 116 I Focus on Technology 117 I Focus on Ethics 117 I Marketing & the Economy 117 I Marketing by the Numbers 117
Video Case: Stew Leonard's 58 Company Case: Pegasus Airline: Delighting a New Type of Traveling Customer 58
Company and Marketing Strategy: Partnering to Build Customer Relationships 60 Company-Wide Strategic Planning: Defining Marketing's Role 62 Defining a Market-Oriented Mission 63 I Setting Company Objectives and Goals 64 I Designing the Business Portfolio 64
Video Case: TOMS Shoes 118...
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