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PHILIP KOTLER
VERONICA WONGJOHN SAUNDERSGARY ARMSTRONG
PrinciplesofMarketing
FOURTH EUROPEAN EDITION
Additional student support at
www.pearsoned.co.uk /kotler
 
Guided tourxxGuided tour: student resources on the websitexxiiPrefacexxivAcknowledgementsxxviiAbout the authorsxxxiii
Part one Marketing now
1
Chapter one Marketing now
3Chapter objectives3
Prelude case
Nike4Introduction5What is marketing?6
 n 
Needs, wants and demands8
 n 
The market offering – products, servicesand experiences9
 n 
Value, satisfaction and quality10
 n 
Exchange, transactions and relationships10
 n 
Markets11
 n 
Marketing12Marketing management13
 n 
Demand management13
 n 
Building profitable customer relationships13
 n 
Marketing management practice13Marketing management philosophies14
 n 
The production concept14
 n 
The product concept15
 n 
The selling concept15
 n 
The marketing concept16
 n 
The societal marketing concept17
Marketing Insights 1.1
The citizen brands20Marketing in the noughties20
Marketing Insights 1.2
A new dawn?21The marketing process24
 n 
Strategy, marketing and planning24
 n 
The marketing setting25
 n 
Markets29
 n 
Strategic marketing31
 n 
The marketing mix33Summary36Discussing the issues37Applying the concepts38References39
Concluding concepts 1
KitKat: Have a break...40
Chapter two Strategic marketing
47Chapter objectives47
Prelude case
Poor little rich brands48Introduction49Strategic planning49
 n 
Overview of planning49
 n 
The planning process50The strategic plan51
 n 
The mission51
 n 
From mission to strategic objectives53
 n 
Strategic audit54
Marketing Insights 2.1
Albumart.com:But will we make money?56
 n 
SWOT analysis58
 n 
The business portfolio60ix
CONTENTS
 
Contents
x
Marketing Insights 2.2
KISS (Keep It SimpleStupid)64
 n 
Developing growth strategies65Marketing within strategic planning66
 n 
Planning functional strategies66
 n 
Marketing’s role in strategic planning67
 n 
Marketing and the other business functions67The marketing plan68
 n 
Executive summary68
 n 
Marketing audit69
 n 
SWOT analysis69
 n 
Objectives and issues71
 n 
Marketing strategy72
 n 
Marketing mix72
 n 
Action programmes72
 n 
Budgets72
 n 
Controls72
 n 
Implementation72Marketing organisation73Marketing control73
 n 
Implementing marketing74Summary76Discussing the issues77Applying the concepts78References78
Concluding concepts 2
Starbucks80
Part two The marketing setting
83
Chapter three The marketingenvironment
85Chapter objectives85
Prelude case
Big food has a lot on its plate86Introduction87The company’s microenvironment88
 n 
The company88
 n 
Suppliers89
 n 
Marketing intermediaries89
 n 
Customers89
 n 
Competitors90
 n 
Publics90The company’s macroenvironment91
 n 
Demographic environment91
Marketing Insights 3.1
We have a say!92
 n 
Economic environment102
 n 
Natural environment104
 n 
Technological environment107
 n 
Political environment109
 n 
Cultural environment111
Marketing Insights 3.2
Marimekko:Simplicity sells!114Responding to the marketing environment115Summary117Discussing the issues118Applying the concepts118References119
Concluding concepts 3
Toyota Prius: greenor geek machine?121
Chapter four Marketing in theInternet age
125Chapter objectives125
Prelude case
Cool Diamonds: are they forever?126Introduction128Major forces shaping the Internet age128
 n 
Digitalisation and connectivity129
 n 
The Internet explosion129
 n 
New forms of intermediaries131
 n 
Customisation and customerisation131
Marketing Insights 4.1
The new dotcomlandscape132Marketing strategy in the new digital age134
 n 
E-business, e-commerce and e-marketing134
 n 
Benefits to buyers135
 n 
Benefits to sellers136E-commerce domains136
 n 
B2C (business to consumer)137
 n 
B2B (business to business)138
 n 
C2C (consumer to consumer)140
 n 
C2B (consumer to business)141Conducting e-commerce142
 n 
Click-only versus click-and-mortare-marketers142
 n 
Setting up an e-marketing presence144
Marketing Insights 4.2
Viral boosters for Virgin150The promise and challenges of e-commerce154
 n 
The continuing promise of e-commerce154
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