Table of Contents

• PART 1: DEFINING MARKETING AND THE MARKETING PROCESS
• Marketing: Creating Customer Value and Engagement
• Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
• PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE
• Analyzing the Marketing Environment
• Managing Marketing Information to Gain Customer Insights
• Consumer Markets and Buyer Behavior
• Business Markets and Business Buyer Behavior
• PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX
• Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
• Products, Services, and Brands: Building Customer Value
• Developing New Products and Managing the Product Life Cycle
• Pricing: Understanding and Capturing Customer Value
• Pricing Strategies: Additional Considerations
• Marketing Channels: Delivering Customer Value
• Retailing and Wholesaling
• Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy
• Advertising and Public Relations
• Personal Selling and Sales Promotion
• Digital Marketing
• PART 4: EXTENDING MARKETING
• Creating Competitive Advantage
• The Global Marketplace
• Sustainable Marketing: Social Responsibility and Ethics
• APPENDICES
• Marketing Plan
• Marketing by the Numbers
• Careers In Marketing

About the Author

As a team, Philip Kotler, Gary Armstrong and Sridhar Balasubramanian provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Kotler is one of the world's leading authors in marketing. Professors Armstrong and Balasubramanian are award-winning teachers and researchers. Together, they make the complex world of marketing practical, approachable, and enjoyable.

Philip Kotler is a Professor Emeritus of 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.

He has authored more than 60 books and published more than 150 articles in leading journals. He has also been a consultant to major US and foreign companies, including IBM, General Electric, and Michelin, and has served as a member of many advisory boards. He has travelled 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 in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds Undergraduate and Master's degrees in Business from Wayne State University in Detroit and received his Ph.D in marketing from Northwestern University.

Through the years, Professor Armstrong has worked closely with business student groups and has received several UNC 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, (three times). Most recently, Professor Armstrong received the UNC Board of Governors Award for Excellence in Teaching.

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.

Sridhar Balasubramanian is the Roy & Alice H. Richards Bicentennial Distinguished Scholar, Professor of Marketing, and Marketing Concentration Chair at the University of North Carolina at Chapel Hill's Kenan-Flagler Business School.

He holds a Bachelor of Technology (Honours) degree from the Indian Institute of Technology (Kharagpur), an MBA from the Indian Institute of Management (Bangalore) and MA, M.Phil and Ph.D degrees from Yale University.

His research and teaching interests are in the areas of market strategy and technology strategy, innovation and growth strategy, customer focus, globalisation and sustainability, and managing competition. He also specialises in bringing tools and concepts related to innovation, market focus and customer focus into other functional areas, including the management of human resources. He has published pioneering, award-winning research on the impact of the internet, other technology-intensive channels, and social media on marketing.