Despite being nearly 1000 pages long, this is one book that I often travel with on business, due to the completeness and accessibility of the content.
This encyclopedic, incredible resource includes chapters and many case studies on:
* the marketing process: marketing in a changing world- satisfying human needs; marketing and society- social responsibility and ethics; strategic marketing planning.
* the marketing setting: the marketing environment; the global marketplace; market information and research.
* buyer behaviour- consumer markets; business markets; and buyer behaviour.
* core strategy- market segmentation and targeting; positioning; building customer satisfaction through quality, value and service; creating competitive advantage: competitor analysis; and marketing strategies.
* product- designing products- new product development and lifecycle strategies; designing products- products, brands, packaging and services; marketing services.
* price- pricing policies- considerations and approaches; pricing products- strategies.
*promotions- promoting products- communications & promotion strategy; promoting products- advertising, sales promotion and PR; promoting products- personal selling and sales management;
* place- placing products- distribution channels & logistics management; placing products- retailing and wholesaling,.
It's well written, well supported with references, attractively illustrated, and easy to read at chapter level down to sidebar level (I've never read from end to end in one sitting!). The only complaint, is that because of the broad and deep coverage beyond traditional marketing, newer breaking ideas are not covered.
Overall highly recommended, particularly with a slimmer latest "fad" business/ technology/ marketing book to confirm that you are not missing anything that may add value to your organisation or clients.
[Refers to European Edition ISBN 0131659030 by Kotler, Armstrong, Saunders, Wong 1996 ]
