Business

• NEW - Emphasis on managing customer relationships –This timely concept is introduced as the text's framework in the first two chapters, and then built upon throughout the book.

• NEW - The text is centered around modern marketing themes– 1. Building and managing profitable customer relationships 2. Building strong brands and brand equity. 3. Harnessing marketing technology in the new digital age. 4. Socially responsible marketing around the globe.

• NEW - Revised and updated Real Marketing vignettes and exhibits–Over 95 percent cite 2002 research or articles. Designed to bring modern concepts to life, new features companies include MTV, Google, AT+T (mLife), AFLAC, Disney, UPS, Amazon.com, and many more.

• NEW - Ch. 3, “Marketing in the Digital Age” addresses the impact of technology on marketing strategy.

  • Explores major e-marketing developmenets in B2C, B2B, C2C, and C2B domains; strategies and tactics for setting up a successful e-commerce presence.

• NEW - Expanded brand building and brand equity coverage–Ch. 9, "Product, Services, and Branding Strategies" includes a new section on brand building. Ch. 8, "Segmentation, Targeting, and Positioning" presents a new discussion on developing brand-positioning statements.

• NEW - Supplements that simplify–The Prentice Hall Asset Library (P.A.L.) is an entirely new course organizer for principles of marketing instructors.

  • Portable and compact, this case includes the Instructor Resource CD which features two sets of PowerPoint files, the Instructor's Manual, hundreds of image files from the text, and brand new test generating software. The second disc is a DVD that includes all of the new video segments.

• NEW - Custom videos produced in partnership with BusinessNow–All of the videos are new for the Tenth Edition. For the first time long segments and shorter clips are offered, providing more flexibility, and are available on DVD, VHS, and online. Teaching notes are available now at www.prenhall.com/kotler (password required).

  • VIDEO SEGMENTS run 8-10 minutes and feature an in depth look at marketing practices at companies including Sony, Honest Tea, Marriott and Swiss Army.

  • VIDEO SHORTS run 3-5 minutes and directly correlate to a Video Short case found at the end of every chapter.

• Integrated–Global and social responsibility coverage International and ethics in marketing examples appear throughout the text, then Chapters 19 and 20 cover both topics in greater depth.

• Emphasis on managing customer relationships –This timely concept is introduced as the text's framework in the first two chapters, and then built upon throughout the book.

• The text is centered around modern marketing themes– 1. Building and managing profitable customer relationships 2. Building strong brands and brand equity. 3. Harnessing marketing technology in the new digital age. 4. Socially responsible marketing around the globe.

• Revised and updated Real Marketing vignettes and exhibits–Over 95 percent cite 2002 research or articles. Designed to bring modern concepts to life, new features companies include MTV, Google, AT+T (mLife), AFLAC, Disney, UPS, Amazon.com, and many more.

• Ch. 3, “Marketing in the Digital Age” addresses the impact of technology on marketing strategy.

  • Explores major e-marketing developmenets in B2C, B2B, C2C, and C2B domains; strategies and tactics for setting up a successful e-commerce presence.

• Expanded brand building and brand equity coverage–Ch. 9, "Product, Services, and Branding Strategies" includes a new section on brand building. Ch. 8, "Segmentation, Targeting, and Positioning" presents a new discussion on developing brand-positioning statements.

• Supplements that simplify–The Prentice Hall Asset Library (P.A.L.) is an entirely new course organizer for principles of marketing instructors.

  • Portable and compact, this case includes the Instructor Resource CD which features two sets of PowerPoint files, the Instructor's Manual, hundreds of image files from the text, and brand new test generating software. The second disc is a DVD that includes all of the new video segments.

• Custom videos produced in partnership with BusinessNow–All of the videos are new for the Tenth Edition. For the first time long segments and shorter clips are offered, providing more flexibility, and are available on DVD, VHS, and online. Teaching notes are available now at www.prenhall.com/kotler (password required).

  • VIDEO SEGMENTS run 8-10 minutes and feature an in depth look at marketing practices at companies including Sony, Honest Tea, Marriott and Swiss Army.

  • VIDEO SHORTS run 3-5 minutes and directly correlate to a Video Short case found at the end of every chapter.

I. UNDERSTANDING MARKETING AND THE MARKETING PROCESS.

II. DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES.

III. DEVELOPING THE MARKETING MIX.

IV. MANAGING MARKETING.

APPENDIXES.

Principles of Marketing - Two-Year and Four-Year  (Marketing)

"I have aggressively sought to utilize various assessment tools in my curriculum and have been very pleased with the Armstrong/Kotler support and value-added materials. I find the students often list them as "MOST HELPFUL" in course evaluations." – Temple University reviewer

"I think Kotler and Armstrong really have a tiger by the tail in emphasizing relationships as their dominant theme... Their new emphasis on relationships and the new digital age are consistent with my high-tech, high-touch approach to marketing." – Tulane University reviewer

"The authors do a superb job of covering customer value. It is certainly a conspicuous cornerstone of the book. The concept is well integrated in each chapter I that I reviewed." – University of Southern Mississippi reviewer

"The value creation underlying theme is excellent. The section on brand strategy is thorough, provides good examples, and students can relate to it." – County College of Morris reviewer

"Great idea to place positioning in with the product - FINALLY a book that did this!" – Southern New Hampshire University reviewer

"This text is one of the best overall undergraduate marketing texts I have seen, because it incorporates more real-world applications of marketing concepts than any others I have used. This text does a good job of presenting marketing theory that is based on academic literature without excessive jargon or 'lists' that students think they should memorize. The videos and cases go well with the material." – George Washington University reviewer

"The strengths of Kotler and Armstrong are that the focus is on the customer, which is very important and they define marketing in an understandable manner. I think they use excellent examples.... I am impressed." – Montgomery Community College reviewer

"Kotler and Armstrong have stayed contemporary with everything going on in the field." – California State University, Northridge reviewer

"The authors offer appropriate organizations and marketing efforts as examples and illustrations, and they have done a superb job of accounting for the current and emerging trends in a discipline that is characterized by rapid change." – Eastern Kentucky University reviewer

"The CRM topic is given better coverage than in our present text." – Milwaukee Area Technical College, Mequon Campus reviewer

"I do applaud the authors' practice of clearly delineating chapter objectives up front, followed by a review of the objectives/concepts at the end of the chapter - I like this continuity." – University of North Florida reviewer

"Good focus on digital issues and relationships throughout the text...The content is very good...The examples are current and applicable to this age group of students." – Western Michigan University reviewer

"Segmentation is a key chapter in my course. Kotler and Armstrong are superior in their coverage of this material...I feel my students would be better off with Kotler and Armstrong's text." – Murray State University reviewer

"Kotler and Armstrong is quite refreshing, as it draws the reader into the fascinating areas of marketing via the use of real life examples right off the bat. My current text just starts by explaining theory with a few scattered examples, and many flow charts and graphs." – University of Utah reviewer

"I particularly think that Kotler and Armstrong's text is far superior to [my present text-in-use] relative to the "What is Marketing?" section in the first chapter....I love the diversity of products and companies chosen for the company examples and cases; examples of companies that all ages can relate to and that are of interest to YOUNG PROFESSIONALS. [Present text-in-use] uses too many "stereotypical" college products, not giving students credit for being interested in other than." – Texas State University reviewer

"...we might seriously take a look at Kotler and Armstrong." – University of South Alabama reviewer

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