The third European edition of this classic text has been updated with the latest ideas in marketing and with numerous new European marketing examples and case studies. The authors prompt students to discover the concepts of marketing and translate them into real commercial practice for themselves.
Part One: Defining Marketing and the Marketing Process 2Video Case: Is marketing for everyone? 3 1 Marketing: managing profitable customer relationships 4 2 Company and marketing strategy: partnering to build customer relationships 40
Part Two: Understanding the Marketplace and Consumers 72Video Case: Making an effort to understand your customers 73 3 The marketing environment 74 4 Managing marketing information 108 5 Consumer and business buyer behaviour 146
Part Three: Designing a Customer-Driven Marketing Strategy and Marketing Mix 186Video Case:: Putting marketing into action 187 6 Segmentation, targeting and positioning: building the right relationships with the right customers 188
7 Product, services and branding strategy 228 8 Developing new products and managing the product life cycle 268 9 Pricing: understanding and capturing customer value 29610 Marketing channels and supply chain management 33211 Retailing and wholesaling 36412 Communicating customer value: advertising, sales promotion and public relations 39213 Communicating customer value: personal selling and direct marketing 434
Part Four: Extending Marketing 470Video Case: Can marketing save the world? 47114 Marketing in the digital age 47215 The global marketplace 51016 Ethics, social responsibility and sustainability 542
Appendix 1 Marketing plan 576Appendix 2 Marketing metrics 588Appendix 3 Careers in marketing 594Glossary 602Index