Beruflich Dokumente
Kultur Dokumente
R I N C
L E S
Vlarketinq
Global Edition
PHILIP KOTLER
Northwestern University
GARY ARMSTRONG
University of North Carolina
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Contents
Marketing Strategy and the Marketing Mix 72
Customer-Driven Marketing Strategy 72 j Developing an
Integrated Marketing Mix 76
9V
Marketing: Creating and Capturing
Customer Value 26
I What Is Marketing? 28
.i
0-3
Analyzing the Marketing
Environment 88
The Company's Microenvironment 90
Chapter 3
Chapter 2
Partnering
Chapter 4
11
12
Contents
Chapter 7
Customer-Driven Marketing
Strategy: Creating Value
for Target Customers 214
Contents
Managing New-Product Development 292
Customer-Centered New-Product Development 293
Team-Based New-Product Development 293 j Systematic
New-Product Development 295
13
Chapter 11
Chapter 13
Retailing 394
Types of Retailers 394 j Retailer Marketing Decisions 402 |
The Future of Retailing 408
Wholesaling 413
Types of Wholesalers 414 \ Wholesaler Marketing
Decisions 414 j Trends in Wholesaling 417 | Reviewing
Objectives and Key Terms 419 | Key Terms 419 |
Discussing & Applying the Concepts 420 | Focus on
Technology 420 | Focus on Ethics 420 | Marketing by the
Numbers 421
V i d e o Case: Wellbeing 421
C o m p a n y Case: Whole Foods: A Whole-istic Strategy 421
Chapter 14
14
Contents
Chapter 15
Advertising 454
Setting Advertising Objectives 455 Setting the Advertising
Budget 456 | Developing Advertising Strategy 457
Evaluating Advertising Effectiveness and Return on Advertising
Investment 467 Other Advertising Considerations 468
Public Relations 472*
The Role and Impact of Public Relations 472 | Major Public
Relations Tools 474 | Reviewing Objectives and Key
Terms 475 | Key Terms 476 | Discussing & Applying the
Concepts 476 | Focus on Technology 477 | Focus on
Ethics 477 | Marketing by the Numbers 477
Video Case: ETRADE 478
Company Case: Coca-Cola: Another Advertising Hit 478
Chapter 16
J
Creating Competitive
Advantage 550
Competitor Analysis 552
Chapter 18
Contents
Chapter 19 The Global Marketplace 576
Global Marketing Today 578
Looking at the Global Marketing Environment 580
The International Trade System 580 j Economic
Environment 582 ; Political-Legal Environment 583 j
Cultural Environment 584
Chapter 20
15