Principles of marketing - Philip T. Kotler

For the principles of marketing course. The comprehensive, classic principles text that in its new edition incorporates a customer value framework to tie together marketing concepts for students. This book has a new customer-value, customer-relationships framework, and 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. A new five-step model of the marketing process shows students how marketers reap rewards by developing customer loyalty, market share, profits, and customer equity. chapter-opening and real marketing examples 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. This book includes 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).