Marketing

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FIFTH EUROPEAN EDITION

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PHILIP KOTLER GARY ARMSTRONG VERONICA WONG JOHN SAUNDERS

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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

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° 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...