The 6th edition of Principles of Marketing makes the road to learning and teaching marketing more effective, easier and more enjoyable than ever.
Today’s marketing is about creating customer value and building profitable customer relationships. With even more new Australian and international case studies, engaging real-world examples and up-to-date information, Principles of Marketing shows students how customer value–creating and capturing it–drives every effective marketing strategy.
The 6th edition is a thorough revision, reflecting the latest trends in marketing, including new coverage of social media, mobile and other digital technologies. In addition, it covers the rapidly changing nature of customer relationships with both companies and brands, and the tools marketers use to create deeper consumer involvement.
New to this Edition:
The sixth edition of Principles of Marketing has been thoroughly revised to reflect the major trends and forces that marketers must take into account in this era of customer value and relationships. Here are just some of the main changes you will find in this edition:
- NEW! Marketing Blog provides a new case each week based on a current news item or topical management issue. Discussion questions and links to the original story accompany the case.
- The sixth edition builds on our new learning design which enhances student understanding and facilitates learning. The text’s more active and integrative presentation includes in-chapter learning enhancements that guide you down the road to learning marketing. The chapter-opening layout provides a Concept Map that graphically previews and positions each chapter and its key concepts, providing you with a visual guide to more easily navigate the chapter. End-of-chapter features summarise important concepts and highlight important themes, such as marketing and the economy, technology, ethics and marketing financial analysis. We have added critical thinking questions and mini-cases to provide opportunities to practice marketing skills.
- Throughout the sixth edition, you will find important coverage of the rapidly changing nature of customer relationships with companies and brands. Today’s marketers aim to create deeper consumer involvement and a sense of community surrounding a brand – to make the brand a meaningful part of consumers’ conversations and their lives. New relationship-building tools include everything from websites, blogs, in-person events and video sharing, to online communities and social networks such as Facebook, YouTube, Twitter and LinkedIn, or the organisation’s own social networking sites.
- Every chapter shows how companies are marketing in turbulent local and international economies in the aftermath of the global financial crisis, political unrest in the Middle East and natural disasters in Asia, Oceania and Japan. New material on the exciting trend towards consumer-generated marketing, by which marketers invite consumers to play a more active role in providing customer insights. This can be seen in Chapters 11 and 13 in particular.
- This edition provides new and expanded discussions of new marketing technologies, from ‘the immersive Web’ in Chapter 13 to RFID in Chapter 10, to the new-age digital marketing and online technologies discussed in Chapters 1, 5, 11 and 13.
- In line with the text’s emphasis on measuring and managing return on marketing, we have added marketing metrics discussions to an innovative Appendix 1: Marketing Metrics Spotlight that let students apply analytical thinking to relevant concepts in related chapters.
- When discussing marketing strategy in Chapter 2, we interconnect the discussion with a sample marketing plan in Appendix 2: Marketing Plan set in the exciting mobile telephone market – a topic close to the heart of today’s wired generations.
- Refreshed and expanded coverage of the explosive developments in integrated marketing communications and direct and digital marketing. No other text provides more current or encompassing coverage of these exciting developments.
- Case studies in this new edition have been expanded and restructured. 3 New mini-cases at the end of each chapter and 4 new in-depth, integrative cases are provided at the end of each part and complemented by opening vignettes.
- NEW! End chapter discussion questions, critical thinking questions and mini-cases are cross-referenced to chapter learning objectives and to AACSB General Skill Area requirements.
Features and Benefits:
- Chapter-opening Concept Maps. Each chapter is introduced with a graphical concept map. These maps are designed to contextualise the main topics that are introduced in the chapter and discussed in detail. This innovation is designed to help the reader navigate each chapter and more easily interconnect the various elements that are discussed.
- Marketing in Action. Each chapter contains one ‘Marketing in Action’ feature that delves into the real marketing practices of large and small companies.
- Reviewing the Concepts. A summary at the end of each chapter reviews the main chapter concepts and links them to the chapter objectives.
- Discussion and Critical Thinking Questions. At the end of each chapter, issues are raised that form ideal tutorial questions since they invite discussion and the critical exploration of marketing ideas.
- Mini-cases and NEW end-of-part cases. Brief sections at the end of each chapter provide short application cases that facilitate discussion of current issues and company situations. The mini-cases complement the longer cases provided at the end of each part. The new end-of-part case studies link the learning objectives across the various chapters.
- Ethical Reflections. End-chapter ethical reflections present a counter-point to mainstream marketing thinking.
- Navigating the Key Terms. A helpful listing of chapter key terms by order of appearance with page numbers facilitates easy reference
- Marketing Metrics Spotlights. Appendix 1 provides you with a comprehensive introduction to marketing and financial measures that help to guide, assess and support marketing
- Marketing Plan. Appendix 2 contains a sample marketing plan that helps you to apply important marketing planning concepts.
About the Authors:
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, in the United States. He holds undergraduate and master’s degrees in business from Wayne State University in Detroit, and he received his PhD 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 honour bestowed by the 16-campus University of North Carolina system.
Stewart Adam is Associate Professor in Electronic 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 Practising Marketer (CPM). Dr Adam 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 11 other marketing and electronic marketing textbooks, and has published widely in academic journals and the business press. His research and teaching interests in direct and digital marketing may be viewed at www.StewartAdam.com.
Sara Denize is Associate Professor and Deputy Dean in the School of Business 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 25 years of experience as an educator, Dr Denize oversees undergraduate and postgraduate programs in business at the University of Western Sydney. She loves teaching and is keen to make all aspects of marketing and business education accessible and meaningful. Her teaching accomplishments have been recognised in national teaching citations. Also a keen researcher, she continues to develop her interest in collaboration and information exchange in business marketing and innovation contexts.
Philip Kotler is the SC Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, in the United States. He received his master’s degree at the University of Chicago and his PhD at MIT, both in economics. Dr Kotler is author of Marketing Management (Pearson Prentice Hall), now in its 14th edition and the 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 honours 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 honour ‘outstanding contributions to science in marketing’. In a recent Financial Times poll of 1000 senior executives across the world, Professor Kotler was ranked as the fourth ‘most influential business writer/guru’ of the 21st 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 US and international companies in the areas of marketing strategy and planning, marketing organisation and international marketing. He has travelled and lectured extensively throughout Europe, Asia and South America, advising companies and governments about global marketing practices and opportunities.
- Part 1: Defining Marketing and the Marketing Process
- 1 Marketing: Creating and Capturing Customer Value
- 2 Company and Marketing Strategy: Partnering to Build Customer Satisfaction
- Part 2: Understanding the Marketplace and Consumers
- 3 The Marketplace and Customers: Analysing the Environment
- 4 Managing Marketing Information: Gaining Customer Insights
- 5 Buyer Behaviour: Understanding Consumer and Business Buyers
- Part 3: Designing a Customer-Driven Strategy and Mix
- 6 Customers Segments: Creating Value for Target Customers
- 7 Products, Services and Brands: Offering Customer Value
- 8 New-Products: Developing and Managing Innovation
- 9 Pricing: Capturing Customer Value
- 10 Placement: Customer Value Fulfilment
- 11 Advertising and Public Relations: Communicating Customer Value
- 12 Selling and Sales Promotion: Creating Value in Relationships
- 13 Direct and Digital Marketing: Building One-to-One Customer Relationships
- Part 4: Extended Marketing
- 14 Sustainable Marketing: Valuing Social Responsibility
- Appendix 1 Marketing Metrics Spotlights
- Appendix 2 The Marketing Plan: An Introduction