Principles of Marketing

Simply put, marketing is the science and art of building and managing profitable customer relationships. Today's marketers must attract new customers by promising superior customer value. They must keep and grow current customers by delivering superior satisfaction and effectively managing the company-customer interface. Today's outstanding marketing companies are connecting more selectively, directly, and deeply with customers to form profitable customer relationships and to build customer equity. But marketers cannot go it alone. They also must be good at managing relationships with partners inside and outside the company, working together to build strong customer relationships. In the tenth edition of Principles oj Marketing, we build on four powerful themes that go to the heart of modern marketing theory and practice.

• Building and managing profitable customer relationships: This framework is introduced in the first two chapters and then built upon throughout the book.
• Building strong brands and brand equity: Strong brands provide the basis upon which to build profitable customer relationships.
• Marketing in a socially responsible way around the globe: As the world becomes an increasingly smaller place, marketers must be good at marketing their brands globally and in socially responsible ways.
• Harnessing marketing technology in the new digital age: The Internet and other technological developments have redefined marketing strategy and customer relationship building.

1. Understanding Marketing and the Marketing Process
2. Developing Marketing Opportunities and Strategies
3. Developing the Marketing Mix
4. Managing Marketing