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FIFTH EUROPEAN EDITION
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PHILIP KOTLER GARY ARMSTRONG VERONICA WONG JOHN SAUNDERS
rketioo
FT; Prentice Hall
FINANCIAL TIMES
An imprint of Pearson Education
Harlow, England • London • New York • Boston • San Francisco • Toronto • Sydney • Singapore • Hong Kong Tokyo • Seoul • Taipei • New Delhi • Cape Town • Madrid • Mexico City • Amsterdam • Munich • Paris • Milan
CONTENTS
Guided tour A message from the authors Preface Custom publishing Acknowledgements About the authors Publisher's acknowledgements
XVI
XX
° Preparing an integrated marketing plan and programme Building customer relationships ° Customer relationship management Capturing value from customers o Creating customer loyalty and retention o Growing share of customer ° Building customer equity The new marketing landscape ° o o o Sustainability Not-for-profit marketing The electronic marketplace The global marketplace
24 24 24 28 28 28 28 30 31 32 33 35 36 37 40 42 46 49 51 53 55 55 56 59
xxi xxvi xxviii xxix xxxi
Part one Marketing now
Chapter one Marketing
Previewing the concepts Prelude case Bye-bye Ryanair Introduction What is marketing? ° Marketing defined o The marketing process Understanding the marketplace and customer needs ° Needs, wants and demands 0 The market offering - products, services and experiences o Value, satisfaction and quality o Exchanges, transactions and relationships
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4 5 6 6 6 7 8 8 9 11 11 12 13 14 15 15 21 22
Marketing in the noughties Real Marketing 1.2 A new dawn? o o o o Marketing now (Part 1) Markets (Part 2) Core strategy (Part 3) The marketing mix (Parts 4 to 7)
So, what is marketing? Pulling it all together Reviewing the concepts Discussing the concepts Applying the concepts References Company case 1 Build-A-feear Workshop
Markets and the marketing system
Designing a customer-driven marketing strategy o Selecting customers to serve ° Choosing a value proposition o Marketing management...