Principles of Marketing + Marketing

Gary T. Armstrong is Crist W. Blackwell Distinguished Professor Emeritus 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 received his Ph.D in marketing from Northwestern University. Through the years, Professor Armstrong has worked closely with business student groups and has received several UNC campus wide and Business School teaching awards. He is the only repeat recipient of the school's highly regarded Award for Excellence in Undergraduate Teaching, (three times). Most recently, Professor Armstrong received the UNC Board of Governors Award for Excellence in Teaching. 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 management, and marketing strategy. Sara Denize is the Associate Dean, Education at UTS Business School where she has overarching responsibility for learning innovation, quality and enhancement for a large portfolio of postgraduate and undergraduate coursework programs. She holds a Bachelor of Commerce (honours) degree in marketing from the University of Otago, New Zealand, and followed up with a Master of Commerce by research a few years later. After moving to Australia, she completed her PhD at the University of Technology, Sydney.  Professor Denize loves teaching and is keen to make all aspects of marketing and business education accessible and meaningful.  Michael Volkov is Associate Professor of Marketing in the Macquarie Business School, Macquarie University, Sydney. He is a Senior Fellow of the Higher Education Academy and, with over 20 years' experience as an educator within the tertiary environment, loves teaching and is passionate about student support and developing student-centered learning environments. He is an award-winning and recognised leader in the field of teaching and learning, having been the recipient of numerous international, national and institutional teaching and learning awards, including the 2015 Australia and New Zealand Marketing Academy ANZMAC Distinguished Educator Award; 2013 Australian Award for University Teaching ; 2018 ASCILITE Innovation Award and the 2019 and 2017 WJC Banks Award .  Michael's research focus is in the fields of both consumer behaviour and education. In the areas of teaching and learning, Michael has addressed investigations including best practice in teaching and learning, online teaching and learning, the ingredients for student engagement, student success, student teamwork, stakeholder perception of graduates, student academic misconduct and student approaches to learning Swee Hoon Ang lives and breathes marketing. As an Associate Professor of Marketing at NUS Business School and Deputy Head of the Marketing Department, her students are often enthused by her passion in marketing. It comes as no surprise that Swee Hoon has been recognised on three consecutive occasions as an outstanding educator with the university's Teaching Excellence Award, putting her on the honour roll. She was also nominated for the University Outstanding Educator Award. Her marketing mojo is evident in the leading textbooks Marketing Management: An Asian Perspective and Principles of Marketing: An Asian Perspective now in their 7th and 4th edition, respectively, that she co-authors with Philip Kotler. Patrick van Esch is a Senior Lecturer in the Department of Marketing, Auckland University of Technology. He has worked in both industry and academia. His industry experience ranges from sales and marketing, management consulting, general management, operations and non-profit board positions across Australia, Hong Kong, UK and the US. In academia, he has taught business, management and marketing at universities/colleges in Australia, New Zealand and the US. His main research interests are at the crossroads of where artificial intelligence and consumer behaviour intersect. His research has been published in international journals including Journal of Advertising Research, Business Horizons, International Journal of Consumer Studies, Journal of Retailing and Consumer Services, Marketing Intelligence and Planning, British Journal of Educational Technology, Marketing Education Review and the Australasian Marketing Journal. Patrick's research also features in media including RadioNZ, The Conversation, Stuff, NZ Herald and the Adelaide Review. Dr Anita Love is a Senior Lecturer in the Department of Marketing at Griffith University.  With over 15 years experience in marketing education and curriculum design, Anita served as Program Director for the Griffith Business School's. Dr. Fredy-Roberto Valenzuela is a Senior Lecturer in Marketing in the UNE Business School, University of New England, Australia. Previously he lectured at Universidad de Talca, Chile for 15 years. He completed his MBA degree at University of Ottawa, Canada and his PhD degree at UNE, Australia. His industry experience covers several consulting projects for various Chilean companies. His area of research is marketing and in particular topics related with service recovery, customer satisfaction management and relationship marketing. He is also interested in research that deals with online learning. His work has been published in several international refereed journals, such as Journal of Travel Research, Journal of Services Research and Journal of Contemporary Management Research, among others. He has also participated in several international conferences in Australia, Chile, China, Germany, Hong Kong, India, Japan, México, New Zealand, Puerto Rico, Singapore, South Korea and USA. He has been awarded the best paper award in four conferences.

Principles of Marketing

PART 1 Defining marketing and the marketing process
1 Marketing: Creating and capturing customer value 
2 Company and marketing strategy: Partnering to build customer engagement value and relationships 
PART 2 Understanding the marketplace and consumers
3 The Marketplace and customers: Analysing the environment 
4 Marketing analytics: Gaining customer insights 
5 Buyer behaviour: Understanding consumer and business buyers 
PART 3 Designing a customer-driven strategy mix
6 Customer driven marketing Strategy: Creating value for target customers 
7 Products, services and brands: Offering customer value 
8 New products: Developing and managing innovation 
9 Pricing: Capturing customer value 
10 Placement: Customer value fulfilment 
11 Communicating customer value: Advertising and public relations 
12. Personal selling and sales promotion:  Creating value in relationships 
13 Direct and digital marketing: Interactivity and fulfilment 
PART 4 Extending marketing
14 Sustainable marketing: Social responsibility, ethics and legal compliance

Download the detailed table of contents >


Marketing: A Snapshot



Part 1 Snapshot of Marketing Concepts
What is marketing?
Step by step diagrammatic representation of marketing activities
Step I. Current situation analysis
Step II. STP: Segmentation, targeting and positioning
Step III. Marketing mix
Step IV. Implementation and control
Part 2 A Snapshot of Marketing in Real Life
ASCA: Better buying power for schools
Current situation analysis
Segmentation, targeting and positioning
Marketing mix
Implementation and control
Future decisions to be made
Part 3 Applying the Core Marketing Concepts
Case study 1: Kingsgrove Sports Centre
Case study 2: PVA - The Partners of Veterans Association of Australia Inc.
Case study 3: The Grand Hotel