This classic undergraduate textbook in marketing incorporates in this latest edition, the modern concepts and current practices throughout-in the text, illustrations, tables, figures, examples and in the references. The strength of the book is greatly enhanced by the excellent coverage on customer relations management.

New to this edition

Question: How does your text treat the concept of customer value?

• NEW - Customer-value, customer-relationships framework–Includes a completely revised Chapter 1 that shows this framework from the very start of the text; a reworked Chapter 2 that places profitable customer relationships at the very center of marketing; and in all, from the first chapter through the last, this text reinforces the theme that value enhances profit.   The result:  Students have a comprehensive overview that is continually referred to throughout the text, and reflects the major trends and forces that are impacting marketing in this new age of managing profitable customer relationships.  
• NEW—New five-step model of the marketing process - Shows students how marketers reap rewards by developing customer loyalty, market share, profits, and customer equity.

Question: Are the real marketing examples in your text consistently updated so every one is based on current articles and sources?

• NEW–Chapter-opening and Real Marketing examples–These popular vignettes illustrate important new concepts within real world business applications.   Every one has been revised, updated, or replaced to ensure the examples reflect current research and sources.    Examples of new openers and vignettes:  
  • NASCAR: Creating Customer Experiences (Ch 1)
  • McDonald’s:  I’m Lovin’ It! (Ch 3) 
  • Lexus:  Delighting Customers to Keep them Coming Back (Ch 5)
  • UPS: What Can Brown do for Business Customers? (Ch 6)
  • Pottery Barn Lifestyle (Ch 7)

Question: Do you use videos in your classroom? 

• NEW -  Video segments on VHS, DVD, and online.   Every segment in the Kotler/Armstrong 12e library is new for this edition.  Professionally produced for Prentice Hall.  Featured companies include American Express, NFL, and Reebok.
  • Do your students need a copy?  Instructors can also choose to have the segments on DVD shrink-wrapped with this text at no additional cost.  (Bookstores must be notified in advance to ensure they stock this special package for students.)   

Question: Is it important to you that branding is covered throroughly in your book?

• NEW—New material on brand equity, brand value, brand positioning, managing brands, and rebranding.   Enables students to understand the importance of developing strong brand positions.

 Question: Are you looking for a text that integrates international and ethical coverage?  

• NEW–Global marketing–Offers integrated chapter-by-chapter coverage, as well as a revised Chapter 19 that focuses on global marketing considerations.
• NEW-Socially responsible marketing - Offers integrated chapter-by-chapter coverage, as well as a revised Chapter 3 that focuses on ethics and socially responsible marketing.

Table of Contents

I. DEFINING MARKETING AND THE MARKETING PROCESS.

  1. Marketing: Managing Profitable Customer Relationships.

  2. Company and Marketing Strategy: Partnering to Build Customer Relationships.

II. UNDERSTANDING THE MARKETPLACE AND CONSUMERS.

  3. The Marketing Environment.

  4. Managing Marketing Information.

  5. Consumer Markets and Consumer Buyer Behavior.

  6. Business Markets and Business Buyer Behavior.

III. DESIGNING A CUSTOMER-DRIVEN STRATEGY AND MARKETING MIX.  

  7. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers.

  8. Product, Services, and Branding Strategies.

  9. New-Product Development and Life-Cycle Strategies.

10. Pricing Considerations and Approaches.

11. Pricing Strategies.

12. Distribution Channels and Logistics Management.

13. Retailing and Wholesaling.

14. Integrated Marketing Communication Strategy.

15. Advertising, Sales Promotion, and Public Relations.

16. Personal Selling and Direct Marketing.

IV. EXTENDING MARKETING.

17. Creating Competitive Advantage.

18. Marketing in the Digital Age.

19. The Global Marketplace.

20. Marketing Ethics and Social Responsibility.

APPENDIXES.

Forecasting Market Demand.

Marketing Plan.

Marketing Math.

Careers in Marketing (on-line only).

Glossary, Author Index, Company Index, Subject Index.