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Principles of Marketing

Paperback Engels 2019 9781292269566
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In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing, European Edition, helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives.


To help students understand how to create value and build customer relationships, the authors of this European Edition present fundamental marketing information within an innovative customer-value framework.


Thoroughly revised to reflect the major trends impacting contemporary marketing, the 8th Edition is packed with examples illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.


Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University

Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School, University of North Carolina

Lloyd C. Harris is a Professor of Marketing and Head of the Department of Marketing at Birmingham Business School, University of Birmingham

Hongwei He is Chair Professor of Marketing at Alliance Manchester Business School, The University of Manchester


Uitgever:Pearson Education


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About the authors


Ch1: Marketing: creating customer value and engagement 

Ch2: Company and marketing strategy: partnering to build customer engagement, value and relationships

Ch3 Analysing the marketing environment

Ch4 Managing marketing information to gain customer insights

Ch5 Consumer markets and buyer behaviour

Ch6 Business markets and business buyer behaviour

Ch7 Customer-driven marketing strategy:creating value for target customers

Ch8 Products, services and brands: building customer value

Ch9 Developing new products and managing the product life cycle

Ch10 Pricing: understanding and capturing customer value

Ch11 Pricing strategies: additional considerations

Ch12 Marketing channels: delivering customer value

Ch13 Retailing and wholesaling

Ch14 Engaging consumers and communicating customer value: integrated marketing communications strategy

Ch15 Advertising and public relations

Ch16 Personal selling and sales promotion

Ch17 Direct, online, social media and mobile marketing

Ch18 Creating competitive advantage

Ch19 The global marketplace

Ch20 Social responsibility and ethics

Appendix 1: Marketing plan

Appendix 2: Marketing by numbers


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        Principles of Marketing