Principles of Marketing, An Asian Perspective

As a team, Philip Kotler and Gary Armstrong provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Kotler is one of the world’s leading authorities on marketing. Professor Armstrong is an award-winning teacher of undergraduate business students. Together they make the complex world of marketing practical, approachable, and enjoyable. The Principles of Marketing, AnAsian Perspective have a team of leading Asian professors—Swee Hoon Ang, Chin Tiong Tan, and Oliver Hon-Ming Yau—using their skills, which are suited to writing an introductory marketing text for Asia, joining forces to deliver the best possible content for students in this field. Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master’s degree at the University of Chicago and his PhD at M.I.T., both in economics. Dr. Kotler is author of Marketing Management (Pearson), now in its 15th Edition and the most widely used marketing textbook in graduate schools of business worldwide. He has authored dozens of other successful books and has written more than 100 articles in leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing. Professor Kotler was named the first recipient of four major awards: the Distinguished Marketing Educator of the Year Award and the William L. Wilkie “Marketing for a Better World” Award, both given by the American Marketing Association; the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing; and the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice. His numerous other major honors include the Sales and Marketing Executives International Marketing Educator of the Year Award; The European Association of Marketing Consultants and Trainers Marketing Excellence Award; the Charles Coolidge Parlin Marketing Research Award; and the Paul D. Converse Award, given by the American Marketing Association to honor “outstanding contributions to science in marketing.” A recent Forbes survey ranks Professor Kotler in the top 10 of the world’s most influential business thinkers. And in a recent Financial Times poll of 1,000 senior executives across the world, Professor Kotler was ranked as the fourth “most influential business writer/guru” of the 21st century. Dr. Kotler has served as chairman of the College on Marketing of the Institute of Management Sciences, a director of the American Marketing Association, and a trustee of the Marketing Science Institute. He has consulted with many major US and international companies in the areas of marketing strategy and planning, marketing organization, and international marketing. He has traveled and lectured extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities. Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds undergraduate and master's degrees in business from Wayne State University in Detroit, and he received his PhD in marketing from Northwestern University. Dr. Armstrong has contributed numerous articles to leading business journals. As a consultant and researcher, he has worked with many companies on marketing research, sales ma

Part 1: Defining Marketing and the Marketing Process 
1. Marketing: Managing Profitable Customer Relationships 
2. Company and Marketing Strategy: Partnering to Build Customer Relationships 
Part 2: Understanding the Marketplace and Consumer Value 
3. The Marketing Environment 
4. Managing Marketing Information  
5. Consumer Markets and Consumer Buyer Behavior 
6. Business Markets and Business Buyer Behavior 
Part 3: Designing a Customer-Driven Strategy and Mix 
7. Customer-Driven Marketing Strategy: Creating Value for Target Customers 
8. Product, Services, and Branding Strategy 
9. New-Product Development and Product Life-Cycle Strategies  
10. Pricing Products: Understanding and Capturing Customer Value 
11. Pricing Products: Pricing Strategies 
12. Marketing Channels: Delivering Customer Value 
13. Retailing and Wholesaling 
14. Communicating Customer Value: Integrated Marketing Communications Strategy 
15. Advertising and Public Relations 
16. Personal Selling and Sales Promotion 
17. Direct, Online, Social Media, and Mobile Marketing 
Part 4: Extending Marketing 
18. Creating Competitive Advantage 
19. The Global Marketplace 
20. Sustainable Marketing: Social Responsibility and Ethics 
Appendix 1: Marketing Plan 
Appendix 2: Marketing by the Numbers